Read Twitter is Not a Strategy: Rediscovering the Art of Brand Marketing by Tom Doctoroff Free Online
Book Title: Twitter is Not a Strategy: Rediscovering the Art of Brand Marketing|
The author of the book: Tom Doctoroff
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Edition: St. Martin's Press
Date of issue: November 11th 2014
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Format files: PDF
The size of the: 554 KB
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In a cultural climate saturated by technology, marketing professionals have focused their energies on creating newer and more digital methods of advertising their brands, with the fear that if they don't embrace "Big Data," they will fade into obscurity. But Tom Doctoroff, Asia CEO for J. Walter Thompson, argues that this frenzy over digital and social media has created a schism in the marketing world that is hindering brands from attaining their true business potential. The tension between traditional branding and the seemingly unlimited possibilities presented by the advent of "digital" branding leads companies to abandon the tried and true aspects of marketing for the flash of the new. In Twitter is Not a Strategy , Doctoroff explains why a strategy that truly integrates the two ideas is the best way for a brand to move into the future. Using some of the biggest brand names in the world as examples, such as Coca-Cola, Nike, and Apple, he breaks down the framework of marketing to explain how digital marketing can't stand without the traditional foundation.
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Read information about the authorTom Doctoroff is the CEO of J. Walter Thompson Asia Pacific and one of Asia’s most respected advertising professionals. His unique combination of pan-Asian work, plus more than a decade based in China, has made him an expert in the cross-border management of brand architecture and brand building, as well as a leading expert in Chinese consumer psychology.
He has appeared regularly on CNBC, NBC’s The Today Show, Bloomberg and NPR, and is featured in publications ranging from the Financial Times to the Wall Street Journal. He is a sought after keynote speaker for events such as the International Advertising Association’s global symposium, University of Chicago’s Global Management Conference and the JPMorgan Asia Pacific Equities conference.
Tom started his career at Leo Burnett in Chicago but jumped ship to JWT. In 1994, he moved to Hong Kong as Regional Business Director for clients such as Pepsi, Kraft and Citibank. In 1998, he landed in China as the Managing Director of JWT Shanghai and in 2002, was appointed Northeast Asia Area Director and Greater China CEO. In 2013, he was appointed the CEO of Asia Pacific for the J. Walter Thompson company. Through diversification into digital, trade marketingand field marketing, JWT Asia Pacific has emerged as one the most synergistically integrated, creatively dynamic communications networks. Some of JWT Asia’s key clients include: Unilever, HSBC, Ford, Nokia, Microsoft, Mattel, Kellogg’s and leading local enterprises in different markets.
Tom is the recipient of the “Magnolia Government Award (白玉兰政府纪念奖),” the highest honor given by the Shanghai municipal government to expatriates and was an Official Torchbearer for the Beijing 2008 Olympics. He is the author of the best-selling books “Billions: Selling to the New Chinese Consumer” (2006) and “What Chinese Want” (2012). His third book, “Twitter Is Not a Strategy: Rediscovering the Art of Brand Marketing,” is now available.