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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.
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