A Guide to Surviving the SEISMIC SHIFT in Marketing

This book is authored by eight highly successful advertising and marketing agency principals, who have laid it out on the line and have an honest understanding of dealing with the changes in the marketing landscape and how it affects those directly in the C-suite. No matter which business category you’re in or the size of your marketing budget, you’re feeling the shockwaves of the pronounced changes in advertising and marketing. Failing to adjust to the seismic shifts in how companies reach and connect with customers is leading even the strongest players to disaster. The decline and death of nationally recognized retail stores paints the picture in bold strokes. If you market to other businesses, you may feel somewhat immune. But don’t be complacent. Morphing distribution channels and new competitors affect manufacturers and service companies too. Your customers are learning, changing and demanding more. You have no alternative but to evolve with—or even ahead of—them. The dazzle of the new and the predominance of hype have made it even harder to know what works and what doesn’t. Charting a path to success through shifting options is a shaky proposition. Truth and trust are harder to find. A Guide To Surviving The Seismic Shift In Marketing gives you a compass you can count on. Unlike marketing guides from gurus and theorists, this book grows out of the real-world experience of eight highly successful advertising and marketing agency principals. They work in the trenches every day— understanding, illuminating and mastering the challenges and opportunities of the new marketing. In each chapter, an agency pro gives you a hard-hitting, reality-based look at a key seismic shift. You’ll be challenged to make changes—but depend on it, they’re changes that work. If you’re a C-level executive looking for answers, you’re about to meet your own personal marketing brain trust. Chapter Change Creating Brand Champions with Behavioural Strategies by Al Abania, President & CEO, Acart Communications, Ottawa, Canada www.acart.com Inbound Rethinking the Digital Toolbox by Mark Wyatt, Founder & CEO, Agency Creative, Dallas, TX www.agencycreative.com The Digital Divide – Digital Guerrilla Marketing Methods by Ken Greenberg, Founder, Austin & Williams, Long Island, NY www.austin-williams.com Let’s Define Your Brand. Like, Right Now. by Bill Swanston, Partner & Executive Creative Director, Fredrick Swanston, Atlanta, GA www.frederickswanston.com Package Design and the Role of the Consumer by Kevin Keating, President Hangar12 and PKG Brand Design, Chicago, IL www.hangar-12.com and www.PKGbranding.com In-store The Changes and Challenges Facing Retail by Kevin Janosz, COO, RITTA, Paramus, NJ www.ritta.com Actionable Research by Dan Nguyen, President & Creative Director, Stoner Bunting, Lancaster, PA www.stonerbunting.com The Consumer Purchase Cycle by Jim Knutt, CEO, Tropic Survival, Miami, FL www.tropicsurvival.com