Marketing in the Round: How to Develop an Integrated Marketing Campaign in the Digital Era (Que Biz-Tech)
“Dietrich and Livingston have given us a practical guide and checklist for organizations to tear down the organizational silos that stand in the way of getting successful marketing results in a networked media age.”--Beth Kanter, coauthor ofNetworked Nonprofit“Dietrich and Livingston’s latest book,Marketing in the Round, provides readers with an inspiring view into the pragmatic science of seventeenth-century Japanese martial combat and its keen relevance to the reinvigorated practice of ‘Integrated Marketing Communications’ (IMC). The authors teach new empathetic and ubiquitous campaign strategies that bring IMC well into the twenty-first century. Comprehensive social and traditional media strategies are delivered ‘in the round,’ providing practitioners with credible and meaningful tactics, unrestricted by conventional limits of reach and frequency.”--Mark Meudt, vice president of communications and marketing for General Dynamics; author of “Supporting Uncle Sam: Ideas for a Unique Integrated Communications Strategy,” Northwestern University, Medill School, Journal of Integrated Marketing Communications, 2011"I've been following Gini and Geoff for years, and they are the real deal! In this book, the authors offer an actionable, no-nonsense approach to what it will take on every level to actually communicate and connect with your stakeholders. If you have the stomach for breaking down budget silos, holding yourself accountable to measurable objectives, and embracing a commonsense approach to communication, you'll be the big winners for it."--Leo Bottary, vice president public affairs, Vistage International; adjunct professor, Seton Hall University, Master of Arts in strategic communication and leadership (MASCL) program"Round up the troops and knock down the silos! Gini Dietrich and Geoff Livingston deliver a practical playbook for leaders who want to solve the challenges and unleash the value of integrated marketing communications to drive bottom-line results."--Scott Farrell, president, Global Corporate Communications