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Twitter is Not a Strategy Hardcover – 9 Dec 2014

4.0 out of 5 stars 29 customer reviews

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Product details

  • Hardcover: 272 pages
  • Publisher: Palgrave Macmillan (9 Dec. 2014)
  • Language: English
  • ISBN-10: 1137279303
  • ISBN-13: 978-1137279309
  • Product Dimensions: 15.8 x 2.4 x 24.1 cm
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (29 customer reviews)
  • Amazon Bestsellers Rank: 1,047,565 in Books (See Top 100 in Books)

Product Description

Review

Praise for Tom Doctoroff's Previous Works:

Praise for "What Chinese Want: "

"With insight and energy, Doctoroff...takes on the daunting task of explaining the Chinese character... This in-depth, lively precis of modern-day China is an invaluable guide to anyone hoping to do business in the fast-growing Eastern market." --"Publishers Weekly"

"A primer on Chinese consumers [with] each paragraph delivering a takeaway pearl of wisdom... A no-nonsense book by an enlightened capitalist." --"Kirkus Reviews"

"Doctoroff offers his readers practical advice as well as examples of successful marketing campaigns in China...An essential read." --"Library Journal"

Praise for "Billions: "

"Mr. Doctoroff's book sheds much-needed light on the differences between Chinese and Western cultural preferences, and should be of interest to businessmen and general readers alike. Most importantly, his observations should help multinational companies understand their target audience, and enable them to market their brands more effectively to China's hungry consumers." --"The Wall Street Journal
"

"The Asia CEO of the J. Walter Thompson advertising agency, Doctoroff uses characteristic wit and decades of experience to take on the twin hypes of digital media and the China market and to offer insightful principles for successful customer engagement and integrated brand marketing."--Berlin School of Creative Leadership

"[A] thoughtful...business guide [with a] spot-on premise...and nuggets of fresh wisdom sprinkled throughout."-- "Publishers Weekly
"

Praise for Tom Doctoroff's Previous Works:

Praise for "What Chinese Want: "

"With insight and energy, Doctoroff...takes on the daunting task of explaining the Chinese character... This in-depth, lively precis of modern-day China is an invaluable guide to anyone hoping to do business in the fast-growing Eastern market." --"Publishers Weekly"

"A primer on Chinese consumers [with] each paragraph delivering a takeaway pearl of wisdom... A no-nonsense book by an enlightened capitalist." --"Kirkus Reviews"

"Doctoroff offers his readers practical advice as well as examples of successful marketing campaigns in China...An essential read." --"Library Journal"

Praise for "Billions: "

"Mr. Doctoroff's book sheds much-needed light on the differences between Chinese and Western cultural preferences, and should be of interest to businessmen and general readers alike. Most importantly, his observations should help multinational companies understand their target audience, and enable them to market their brands more effectively to China's hungry consumers." --"The Wall Street Journal"

""Twitter Is Not a Strategy" takes you back to basics... and back to ensuring you're actually creating a brand and noJanit just a lot of one-way propaganda." - "Inc. Magazine"'s list of "11 Great Business Books to Read Right Now"

"A rallying cry for the advertising industry to refocus on actual brands." - "Women's Wear Daily"

"The Asia CEO of the J. Walter Thompson advertising agency, Doctoroff uses characteristic wit and decades of experience to take on the twin hypes of digital media and the China market and to offer insightful principles for successful customer engagement and integrated brand marketing."--Berlin School of Creative Leadership

"[A] thoughtful...business guide [with a] spot-on premise...and nuggets of fresh wisdom sprinkled throughout."-- "Publishers Weekly"

"Facebook, Twitter and other social media have changed everything about marketing, but good branding requires more than "likes," tweets and cat GIFs, according to Tom Doctoroff, author of the highly anticipated upcoming title" Twitter is Not a Strategy." -"TheStreet.com's #1 Pick for "Best Business Books Coming Out This Week"

Praise for Tom Doctoroff's Previous Works:

Praise for "What Chinese Want: "

"With insight and energy, Doctoroff...takes on the daunting task of explaining the Chinese character... This in-depth, lively precis of modern-day China is an invaluable guide to anyone hoping to do business in the fast-growing Eastern market." --"Publishers Weekly"

"A primer on Chinese consumers [with] each paragraph delivering a takeaway pearl of wisdom... A no-nonsense book by an enlightened capitalist." --"Kirkus Reviews"

"Doctoroff offers his readers practical advice as well as examples of successful marketing campaigns in China...An essential read." --"Library Journal"

Praise for "Billions: "

"Mr. Doctoroff's book sheds much-needed light on the differences between Chinese and Western cultural preferences, and should be of interest to businessmen and general readers alike. Most importantly, his observations should help multinational companies understand their target audience, and enable them to market their brands more effectively to China's hungry consumers." --"The Wall Street Journal"

"Twitter Is Not a Strategy" takes you back to basics... and back to ensuring you're actually creating a brand and noJanit just a lot of one-way propaganda. "Inc. Magazine s list of 11 Great Business Books to Read Right Now" "

A rallying cry for the advertising industry to refocus on actual brands. "Women's Wear Daily"

The Asia CEO of the J. Walter Thompson advertising agency, Doctoroff uses characteristic wit and decades of experience to take on the twin hypes of digital media and the China market and to offer insightful principles for successful customer engagement and integrated brand marketing. "Berlin School of Creative Leadership"

[A] thoughtful business guide [with a] spot-on premise and nuggets of fresh wisdom sprinkled throughout. "Publishers Weekly"

Facebook, Twitter and other social media have changed everything about marketing, but good branding requires more than "likes," tweets and cat GIFs, according to Tom Doctoroff, author of the highly anticipated upcoming title" Twitter is Not a Strategy." "TheStreet.com's #1 Pick for "Best Business Books Coming Out This Week"

With insight and energy, Doctoroff takes on the daunting task of explaining the Chinese character This in-depth, lively precis of modern-day China is an invaluable guide to anyone hoping to do business in the fast-growing Eastern market. "Publishers Weekly on What Chinese Want"

A primer on Chinese consumers [with] each paragraph delivering a takeaway pearl of wisdom A no-nonsense book by an enlightened capitalist. "Kirkus Reviews on What Chinese Want"

Doctoroff offers his readers practical advice as well as examples of successful marketing campaigns in China An essential read. "Library Journal on What Chinese Want"

Mr. Doctoroff's book sheds much-needed light on the differences between Chinese and Western cultural preferences, and should be of interest to businessmen and general readers alike. Most importantly, his observations should help multinational companies understand their target audience, and enable them to market their brands more effectively to China's hungry consumers. "The Wall Street Journal on Billions""

Twitter Is Not a Strategy takes you back to basics... and back to ensuring you're actually creating a brand and noJanit just a lot of one-way propaganda. Inc. Magazine s list of 11 Great Business Books to Read Right Now"

A rallying cry for the advertising industry to refocus on actual brands. Women's Wear Daily

The Asia CEO of the J. Walter Thompson advertising agency, Doctoroff uses characteristic wit and decades of experience to take on the twin hypes of digital media and the China market and to offer insightful principles for successful customer engagement and integrated brand marketing. Berlin School of Creative Leadership

[A] thoughtful business guide [with a] spot-on premise and nuggets of fresh wisdom sprinkled throughout. Publishers Weekly

Facebook, Twitter and other social media have changed everything about marketing, but good branding requires more than "likes," tweets and cat GIFs, according to Tom Doctoroff, author of the highly anticipated upcoming title Twitter is Not a Strategy. TheStreet.com's #1 Pick for "Best Business Books Coming Out This Week

With insight and energy, Doctoroff takes on the daunting task of explaining the Chinese character This in-depth, lively precis of modern-day China is an invaluable guide to anyone hoping to do business in the fast-growing Eastern market. Publishers Weekly on What Chinese Want

A primer on Chinese consumers [with] each paragraph delivering a takeaway pearl of wisdom A no-nonsense book by an enlightened capitalist. Kirkus Reviews on What Chinese Want

Doctoroff offers his readers practical advice as well as examples of successful marketing campaigns in China An essential read. Library Journal on What Chinese Want

Mr. Doctoroff's book sheds much-needed light on the differences between Chinese and Western cultural preferences, and should be of interest to businessmen and general readers alike. Most importantly, his observations should help multinational companies understand their target audience, and enable them to market their brands more effectively to China's hungry consumers. The Wall Street Journal on Billions

"

About the Author

Tom Doctoroff is Asia CEO for J. Walter Thompson, and the author of Billions and What Chinese Want . He has appeared regularly on CNBC, NBC, Bloomberg, and National Public Radio, as well as Financial Times, Business Week, The Wall Street Journal, and The New York Times.

Customer Reviews

4.0 out of 5 stars
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Top Customer Reviews

Format: Hardcover Vine Customer Review of Free Product ( What's this? )
The title, and cover, of this book, are somewhat misleading. This has nothing to do with twitter. It is about branding, and it takes you through branding brilliantly. It talks about the history of brands and brands which are expert in the area. Obviously there are many well known brands in here. It starts by taking you through the history of branding which is fascinating. It is also an important part of the branding process. Knowing what worked in the past can help any company look at how the society of the times drives branding. The section on human behaviour is also exceptionally helpful as it talks about consumer psychology. This is an important aspect of developing brand loyalty. Brand Loyalty is in fact the single biggest factor which can make your brand a success. Engagement with consumers is also covered amongst other things.

This is an excellent book which I recommend. It has certainly made me think about my approach to branding and the way I promote my books. The only reason I have given 4 stars, instead of 5, is because of the cover. The old adage of you can always tell a book by it's cover does not hold true in this case. However, ignore that and you will have a very helpful book.
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By The Truth TOP 500 REVIEWERVINE VOICE on 5 Oct. 2014
Format: Hardcover Vine Customer Review of Free Product ( What's this? )
Finally. Someone who gets it. Someone who doesn't think straplines are all a bit 80s and understands the importance of a good strategy.

As an ex advertising creative who subscribes to the old way of doing things, more and more these days, I find myself with people in 'marketing' who seem to put the cart before the horse; next time it happens I'll give them this book.

The one thing about it though, which I feel is a bit of a shame, is that Doctoroff uses the same old examples as an example of how it should be done- Apple, Nike etc. etc.. But then again, maybe that's because, sadly, there aren't any other strong examples out there. A sign of the times perhaps?

My only other grumble is that the pictures in the book are slightly low quality. But I agree with every word printed in its pages.
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By Mrs. K. A. Wheatley TOP 500 REVIEWERVINE VOICE on 22 Nov. 2014
Format: Hardcover Vine Customer Review of Free Product ( What's this? )
I wasn't thrilled by this. I'm not really sure who this book is aimed at. It seems to try to get Marketers to go back to basics and look again at core skills/brands/ideas/values that make marketing work, and to stop looking at Social Media as the answer to everything. It has some sound things to say, but nothing that hasn't been said before, and if you're led by the cover and blurb to think that it's going to help you engage in a new way with social media then you'll be disappointed. It won't. It mentions particular campaigns by particular brands/companies and talks you through them, some of which have useful ideas in, but basically reiterates the same basic points over and over again in a kind of social media is the emperor's new clothes way. It is also chock full of jargon, which is wonderful if you want to operate in a world where people do not want to hurl themselves off a cliff when you talk about 'blue sky thinking' or whatever the latest phrases are, but which are in themselves no more than the emperor's new clothes in a different way.
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By Peter Piper TOP 500 REVIEWER on 21 Nov. 2014
Format: Hardcover Vine Customer Review of Free Product ( What's this? )
I opted to read this book because I have a product to sell and I thought it might give me some insights into how to do that.

Once past the Introduction, I quickly found that this book is sufficiently engagingly written to maintain the interest of the non-professional. However, it is not written for the casual reader but for those wishing to draw back the curtain of mystique shrouding the path to success in a fast-paced digital environment. It is clearly written and any jargon used is explained, the clarity of the narrative being maintained by the use of frequent examples and illustrations. Doctoroff explains the why and how of certain brands being able to consistently score better than their competitors.

Tom Doctoroff has several propositions with which to reassure marketing and branding practitioners, especially with reference to medium to large companies operating in a global marketplace. He says that strong branding is as important as ever in a digital world but the new technology means that not only is deeper engagement with consumers possible, it is also essential to maintaining brand loyalty. Considerable detail is given on the ways in which cultural differences affect the expression of Unique Brand Offers.

There are many good examples used to illustrate the author's points, but they relentlessly refer to leading global brands, like Dove soap, OMO laundry products, Nike, Pepsi, Coke, Samsung, BMW, Microsoft and Honda, or the giants of the Chinese domestic market. Advice for small companies competing in a very crowded marketplace, potentially against the products or services offered by huge global companies, seemed rather thin.
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By Martin Turner HALL OF FAMETOP 500 REVIEWERVINE VOICE on 16 Nov. 2014
Format: Hardcover Vine Customer Review of Free Product ( What's this? )
Twitter is not a strategy is an 'anti-breakthrough' book (the author's own words) which reminds us of all the fundamentals of branding, and why they haven't changed in the digital age. Doctoroff is adamant — and you can get this from the title — that the more things have changed, the more they have stayed the same. The powerful brand idea, plus powerful engagement and creative application means that strong brands can spend less on media and get better results.

Everything in here is already out there — it's in Wally Olins On B®an, The 23 Immutable Laws of Branding, and many other books. Doctoroff, though, narrates the growth of branding and marketing from its earliest days to the present — the world of twitter, iPhones and viral marketing. He goes a stage beyond where most of the classic books finish. He's also kept up to date with the latest from the journals: this book will save you a trawl or two through JSTOR and the other repositories, and Tom Doctoroff organises and marshals his material well.

If you've never read a book on branding, but need to — for example if you're a marketing or PR student, or moving into that area — then this would be a really good one to start with. You could start with the classics, of course, but the fact that Doctoroff is talking about now, not then, and that he knows all about social media but doesn't think it actually changes the fundamentals, should give you more confidence and an easier way in.

Well worth reading.
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