Why am I passionate about this?
After 17 years in the advertising industry, I became a professor to teach what I learned in practice. Only then did I start reflecting, researching, and discovering why we were successful in some efforts and not in others. From that perspective, I’ve been crafting new ways to approach marketing that are not based on what worked in the past, but on what works now in light of the dramatic changes to the field. Within marketing, I focus on social media strategy, digital marketing, and storytelling.
Keith's book list on understanding how marketing has changed
Why did Keith love this book?
Marketing the old way took for granted that the company was in control. Now the consumer is in control. Mark Schaefer’s book will help you see the end of control and give you a manifesto for human-centered marketing. You’ll learn to see how your customers are part of your marketing department and how that is at the heart of success today. The good news for smaller brands is that winning in the rebellion doesn’t hinge on ad impressions, and big budgets, alone. Schaefer’s book helped me to see this new human-centered marketing from a more direct perspective. Instead of an evolution of the Four P’s he simply connects constant human truths to business success in “A Manifesto for Human-Centered Marketing” that ultimately leads to the new reality that your customers are your marketers.
1 author picked Marketing Rebellion as one of their favorite books, and they share why you should read it.
Are you overwhelmed by the breathtaking rate of change in the business world? Are confusing consumer trends, the unrelenting pace of technology, and the breakneck speed of digital marketing making you feel irrelevant and lost? Path-finding author Mark Schaefer provides an achievable and realistic framework to help you stay ahead of the curve by re-imagining marketing in a world where hyper-empowered consumers drive the business results. Marketing Rebellion will teach you: • How cataclysmic consumer trends are a predictable result of a revolution that started 100 years ago. • Why businesses must be built on human impressions instead of advertising…