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Adaptive Marketing: Leveraging Real-Time Data to Become a More Competitive and Successful Company Hardcover – 1 Oct 2015

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Product details

  • Hardcover: 240 pages
  • Publisher: Palgrave Macmillan; 1st ed. 2015 edition (1 Oct. 2015)
  • Language: English
  • ISBN-10: 1137462922
  • ISBN-13: 978-1137462923
  • Product Dimensions: 15.8 x 2.3 x 24 cm
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Bestsellers Rank: 211,331 in Books (See Top 100 in Books)
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Product description


“In Adaptive Marketing, Johnston (Mindshare) focuses on how to ‘leverage real-time data’ to give businesses a competitive edge. … Industry expert Johnston's digital savvy comes through with numerous tips for adapting to this new era of real-time data marketing. Summing Up: Recommended. Upper-division and graduate marketing students; researchers, faculty, and practitioners.” (P. G. Kishel, Choice, Vol. 53 (9), May, 2016)

'Norm Johnston has presciently written the marketing playbook of the next decade. He guides marketers to make their brands more relevant and personal than ever before with the rich data of our increasingly connected world.' David Kenny, Chairman & CEO, The Weather Company

'This is a wonderfully practical book: an authoritative account of a future that's still racing up on us. Some companies have already used almost-instant data to great commercial effect: Norm Johnston seems to know them all. Other companies have got it badly wrong; and Johnston shows us why. Those who read this book with the care it deserves will be a great deal more likely to form part of the first category than the second.' Sir Martin Sorrell, CEO, WPP

'Norm has gotten it right. At the heart of Adaptive Marketing are mobile devices that both generate more data/insight than marketers have ever possessed, but also supports the modern marketer to get so much closer to their consumers and consumers' needs in real time. It's a brave new world and explained so clearly here. Greg Stuart, Global CEO, Mobile Marketing Association, Co-author, What Sticks

About the Author

Laurent Burman Jeffrey Cole Jim Downing Curtis Hecht Jeffrey Roers Caspar Schlickum Vikesh Shah Nathan Summers Brian Wong

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Top Customer Reviews

Format: Hardcover Verified Purchase
I'm only up to page 53 and I'm hooked! This is an excellent up to date book describing how firms are using use real time feedback and data to develop enhanced products and better service to customers. I like the stories on Lego and KLM!
It is not just applicable to marketing though many of these lessons can be carried over into other disciplines and services.
I will provide a further update when I have finished.
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Most Helpful Customer Reviews on Amazon.com (beta) (May include reviews from Early Reviewer Rewards Program)

Amazon.com: 5.0 out of 5 stars 3 reviews
1 of 1 people found the following review helpful
5.0 out of 5 stars Adaptive Marketing is a Game Changer 10 Jan. 2016
By Marty Terbrack - CEO, Digital Marketing, Inc. - Published on Amazon.com
Format: Hardcover Verified Purchase
I recommend every CMO read "Adaptive Marketing", and send copies to every member of their C-Suite and Management Team.

Adaptive Marketing articulates how companies can now leverage real-time data to add value through continuously improving adaptive personalized cross-channel digital user experiences with their most important customer segments nearly anywhere they spend are online interaction scenarios, in context, in the moments that matter most , to build a stronger relationship throughout their digital journey.
5.0 out of 5 stars A must for every marketer! 29 Nov. 2015
By MaryJ - Published on Amazon.com
Format: Hardcover
As a marketing director, I am often overwhelmed by the amount of data and how best to use it. This book is a very practical guide on how to use data and insights in an ever changing environment. It has also given me lots of practical examples. I have loved reading this book, not only have I learned a lot but it was also fun to read. Well worth a read for every marketer!
5.0 out of 5 stars A must for MBA students and Experienced Marketers 10 Jan. 2016
By Thomas Walker - Published on Amazon.com
Format: Hardcover
This is a very well-written and well organized book. The many examples really bring the theories and concepts to life. MBA students to experienced marketers should have this book on their reference shelf. I am a fan of this book and can't recommend this enough.
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