The Wall Street Journal Bestseller The Future is Now--Get Ready to Reap the Profits. We stand at the beginning of a consumer-centric age--an era with potentially enormous returns for leaders in marketing, advertising and media--if they get their approach right. The new media environment is “always on,” digitally accessible to audiences from anywhere at any time, and responsive to their control. As consumers get used to this, the world of marketing is shifting to one of constant experimentation, fine-grained insight through new metrics, and continual innovation of the visible advertising message, as well as the changing business infrastructure beneath it. The thought leaders at Booz & Company and strategy+business magazine have collaborated to create an up-to-the-minute exploration of this turbulent yet promising new digital era and its implications for corporate executives and marketing and advertising professionals. Giving you profiles of the best in the business and deep explorations of the most effective innovations and strategies in the marketing world, Always On introduces you to the companies that are reshaping the ways we will reach customers in the future. Their secrets are in this book, including how to: Match your messages to the right media Learn the leading strategies of consumer-centric pioneers Discover the lessons of laggard marketers Explore viral marketing Track advertising spending shifts Capture emerging opportunities in a world of constant change Master the new marketing metrics Engage your customers on their terms Figuring out the best mix of strategies for any brand requires experimentation, networking, innovation, analytics, and risk taking-qualities that have never been adequately nurtured in a marketer's traditional career path. Always On puts you at the front of the race for successful innovation, with the latest successful approaches and techniques--essential competitive knowledge in a marketing and advertising world that never quits.

Customers are treated badly. Not all customers. Not always. But many are and often. Some customers are bad. They treat firms badly. Firms have to react. Employees and customers endure the consequences. Such bad behaviours, by firms and customers, have consequences for perceptions of trust and fairness, for endorsements and referrals, for repeat purchasing and loyalty, and ultimately for a firm’s profitability and RoI. The management of customer relationships is core to the success and even survival of the firm. As The Dark Side of CRM explores, this is an area fraught with difficulties, duplicitous practice and undesirable behaviours. These need acknowledging, mitigating and controlling. This book is the first of its kind to define these dark sides, exploring also how firms and policy-makers might address such behaviours and manage them successfully. With contributions from many of the leading exponents globally of CRM and understanding customers, The Dark Side of CRM is essential reading for students, researchers and practitioners interested in managing customers, relationship marketing and CRM, as well as social media and marketing strategy.

Pioneers of Digital showcases the stories behind key people who have fundamentally influenced the way advertising, marketing, search and social media have evolved during the internet era. Springer and Carson have tracked down and documented behind-the-scenes insight, decisions and opinions that inspired digital phenomena such as Virtual Reality, Dove's "Real Beauty" campaign, Obama's 2008 presidential campaign, celebrity take-up of Twitter and Artists Without a Label, a free digital music distribution service for independent artists. The 20 digital entrepreneurs profiled span the globe; some performed their ground-breaking work in environments like Google, Facebook, Microsoft, Victors & Spoils, OgilvyOne, R/GA, AKQA, Sapient Nitro and Apple, while others performed digital miracles all on their own. Together these stories expose the secrets of success from pioneers that everyone can learn from. Packed full of unique insight, Pioneers of Digital provides advice and inspiration for readers interested in twenty-first century commercial online thinking. More at www.PioneersOfDigital.com The pioneers: Thomas Gensemer MyBO and Obama's 2008 Presidential Campaign June Cohen Hotwired and TED.com Denzyl Feigelson iTunes Advisor and Artists Without A Label Vanessa Fox Google and Nine By Blue Gurbaksh Chahal ClickAgents and BlueLithium Jaron Lanier Virtual reality and Microsoft Research Angel Chen OgilvyOne China John Winsor Victors & Spoils Danny Sullivan Search Engine Land Alex Bogusky, Bob Cianfrone Burger King's Subservient Chicken Avinash Kaushik Digital marketing evangelist, Google Carolyn Everson MTV Networks and Facebook Malcolm Poynton Dove Campaign for Real Beauty Qi Lu Yahoo!, Microsoft and Bing Ajaz Ahmed AKQA Martha Lane Fox Lastminute.com and the UK government's digital champion Kyle MacDonald One Red Paperclip Jess Greenwood Contagious Magazine and R/GA Zhang Minhui Sohu.com.cn Stephen Fry

For the last 150 years, advertising has created a consumer culture in the United States, shaping every facet of American life—from what we eat and drink to the clothes we wear and the cars we drive. In the United States, advertising has carved out an essential place in American culture, and advertising messages undoubtedly play a significant role in determining how people interpret the world around them. This three-volume set examines the myriad ways that advertising has influenced many aspects of 20th-century American society, such as popular culture, politics, and the economy. Advertising not only played a critical role in selling goods to an eager public, but it also served to establish the now world-renowned consumer culture of our country and fuel the notion of "the American dream." The collection spotlights the most important advertising campaigns, brands, and companies in American history, from the late 1800s to modern day. Each fact-driven essay provides insight and in-depth analysis that general readers will find fascinating as well as historical details and contextual nuance students and researchers will greatly appreciate. These volumes demonstrate why advertising is absolutely necessary, not only for companies behind the messaging, but also in defining what it means to be an American.