1 of 1 people found the following review helpful
Smart thinking for challenging times,
This review is from: Life After the 30-Second Spot: Energize Your Brand With a Bold Mix of Alternatives to Traditional Advertising (Adweek Books) (Hardcover)
Most smart marketers have recognised that the world is changing - but its hard to find thinking about what the new world might look like.
Many (most?) trad agencies are married to a business model that requires them to sell TV campaigns so they can't/won't help.
This book takes a good look at how (and why) the world is changing and offers some very smart, very practical thinking on what marketers should be doing. All supported by case studies and contributions from other smart thinkers.
Jaffe has recognised the issues with traditional marketing from inside the business, and and, like others, has stepped outside to try and change marketing.
Reading this book is an essential step on the journey to the new world of marketing.