The new language of marketing 2.0 : how to use ANGELS to energize your market /
Carter, Sandy,1963-
Includes bibliographical references and index.
Part 1 -- A: Analyze here, there, and everywhere -- Listening and analyzing in the global world -- Segmentation in action : the Nortel case -- Globalization : Lenovo, Google, Unilever and IBM -- Part 2 -- N: Nail the strategy -- Fish where the fish are and use the right bait -- Relevance and roles : Forrester research -- Lightly branded : Eepybirb, the Coca-Cola company, and Mentos -- Corporate social responsibility : IBM's project green and Marks & Spencer -- Part 3 -- G: Go-to-market -- Break through the noise -- Influencer value : the IBM case study -- Part 4 -- E: Energize the ecosystem and market -- The new vessels -- Energize the channel with communities : OMG, Adobe and Rubicon consulting, and Harley-Davidson -- Virtual environments : the Coca-Cola company and IBM -- Widgets : the use of widgets at IBM -- Blogs : Midwest airlines and IBM -- Serious gaming : IBM's Innov8 -- Part 5 -- L: Leads and revenue -- Show me the money : a discussion with Google, the marketing leadership council, and marketingNPV -- Innovation, engagement, and business results : Adidas group, Conagra foods, Tellabs -- Marketing dashboards : IBM cognos -- Part 6 -- S: Scream through technology -- Screaming world changes -- Technology matters : IBM, Staples, Dell, and Myvirtualmodel -- Part 7 -- P: Putting it all together -- End-to-end example : IBM websphere and the SOA agenda, prolifics, and ascendant technology -- The top 10 don'ts and the marketing organization of the future.
Internet marketing.
Communication in marketing.
Web 2.0.
Communication in marketing.
Internet marketing.
Web 2.0.
New language of marketing 2.0.