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The Next Evolution of Marketing: Connect with Your Customers by Marketing with Meaning Hardcover – 1 Oct 2009

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"With solid credentials supporting him (as chief marketing strategist at Bridge Worldwide, a large advertising agency), Gilbreath lays out his ideas about a marketing strategy he calls 'meaningful marketing.' He defines meaningful marketing as the 'marketing itself add[ing] value to peoples’ lives.' Insisting that traditional marketing is now out-of-date because the consuming public has grown sophisticated in avoiding regular marketing strategies ('Most traditional advertising is meaningless,' he says), he is a great proponent of marketing that offers consumers actual things to put to practical use, which then, in turn, makes the best advertising for the company that is supplying those services. He cites the 'best historical example' of marketing with meaning as the Michelin tire company, which, way back when, produced the first-ever car-travel guide to France. From there Gilbreath presents, essentially, a how to: outlining a model for developing meaningful marketing and then explaining, with many useful case examples, how it can be tailored to any company, large or small. An essential addition to comprehensive business collections." --Brad Hooper, Booklist (Booklist 2009-09-14)

About the Author

Bob Gilbreath is chief marketing strategistat Bridge Worldwide, one of the largest globaldigital ad agencies. He has worked withsome of the world’s largest marketers,including Procter & Gamble, Johnson &Johnson, Anheuser-Busch, and Ford. Hecurrently leads digital strategy work for clientssuch as Kroger, Abbott, Luxottica, andConAgra Foods. Bob was recognized by AdvertisingAge as one of the Top 50 Marketersof 2004. Bridge Worldwide headquarters arelocated in Cincinnati, Ohio.

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Most Helpful Customer Reviews on (beta) 4.7 out of 5 stars 26 reviews
5.0 out of 5 stars Clear Vision plus Actionable Advice 18 Jan. 2010
By Jason Deal - Published on
Format: Hardcover Verified Purchase
For progressive marketers and their advisers anxiously monitoring the tectonic shifts in consumer media consumption and the degrading performance of their traditional marketing strategies, this book does a great job of landing the conceptual plane described by today's media and marketing thought leaders such as Godin, Garfield, and those Punk Marketing guys. Traditional media isn't dead, but over the coming years it will become increasingly important for brands to create value with their actual marketing efforts. The web design guys have known this since the browser took off and the notion of user-centered design took's not about getting the message pushed out, but about creating unique value to help consumers achieve their goals and attracting consumers to the brand through this value creation effort. Bob's book builds the scenario clearly, provides a vision for a new model through interesting case studies, and provides well-considered guidance on how to make this turn happen starting with your next project or campaign. While the marketing services industry debates its future in these tumultuous times, I believe this book also provides a template for the future agency's the "add agency". Highly recommended.

5.0 out of 5 stars A Great Inspiration 11 May 2010
By E. Jurkovic - Published on
Format: Hardcover Verified Purchase
As a recent college grad trying to get into the advertising industry, this book got me excited to work in the field that is going through so much change right now. The bottom line of this book explains how the old model of "tell and sell" advertising is basically dead. Mass media is falling apart and basic advertising that interrupts our daily lives is simply not working as a business model.

With the consumer now having so much power and the ability to interact with her brand, companies HAVE to adapt and provide incredible relationship value with consumers. That is exactly what the book explores with countless examples to back it up.

Most argue that advertising is slowly dying but those optimistic ones out there, like Bob here, know that it is simply changing for the better and I don't think I would want to get into the industry at any other time.

Read this book if you want to do anything at all related to marketing/advertising/sales.
1 of 1 people found the following review helpful
5.0 out of 5 stars A practical book that I use as a guide 12 Mar. 2013
By Richard Zreik - Published on
Format: Kindle Edition Verified Purchase
Bob's book is one the few marketing books that keep you gripped. I love the stories he brings from his past in the Procter and Gamble world. If you have read Kotler's book "Marketing 3.0" then you will find this book as the perfect sequel that completes Kotler's theory on the future of marketing and brings a workable platform to it.
5.0 out of 5 stars The Next Evolution is excellent! 31 Jan. 2011
By Tom Tucker - Published on
Format: Kindle Edition Verified Purchase
The best Marketing book I've read in a long time. As a mid-twenties marketing manager, I find my own company stuck in this rut of meaningless marketing. We execute print ads, broadcast, billboards (yes even billboards, ::shutters::); we throw out pitches to millions hoping something will stick. We sweat over colors and creative as if it's going to seal the deal. This book is a refreshing and informative look on how marketing should be. Look forward to reading this for a second time in the near future!
4.0 out of 5 stars I found useful information for a small business owner 20 Aug. 2014
By JERRY DOYLE - Published on
Format: Kindle Edition Verified Purchase
Though book is aimed at professional marketers, I found useful information for a small business owner.
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