Waiting for Your Cat to Bark?

By Bryan & Jeffrey Eisenberg

Evolving from the premise that customers have always behaved more like cats than Pavlov’s dogs, this book examines how emerging media have undermined the effectiveness of prevailing mass marketing models. At the same time, emerging media have created an unprecedented opportunity for businesses to redefine how they communicate with customers by leveraging the power of increasingly interconnected media channels.

Read Introduction and Foreword

Read Chapter 11: A Web of Interactivity 

Read Chapter 12: Brands Cross Channels 

 


aef.com thanks Nelson Books, and Bryan & Jeffrey Eisenberg, co-founders of Future Now, Inc., for granting us permission to post these excerpts.

Copyright © 2006 Bryan & Jeffrey Eisenberg. All rights reserved.

Book Excerpts

"The new generation of talent is not hierarchical, and does not think of their job as work."
— Gord McLean, President and CEO at Advertising Educational Foundation