Is Anybody Out There? 市场信息新视野 pmlz 电子版 pdf docx 网盘 kindle azw3 下载

Is Anybody Out There will send shockwaves through the world of Marketing

Communicmions. Its vision of the industry is dramatic; challenging and persuasive.

It describes a world where brands are redefined, consumers are in control and

marketers must be infinitelv innovative. It is a world in which the most sacred

principles of traditional brand marketing must be ruthlessly challenged and

perpetually rcinventcd. Fotxmlately: Austin and Aitclfison help us face these profound challenges with cleat" arguments: deep insight and extraordinary intelle

Aulhors' Notes

Acknowledgments

PART ONE: PRESENT IMPERFECT

Confluence of Change

Brands Under Threat

Tile New Consumer

A New Approach To Channels

A Diversity of Disciplines

Media Routes

An hnl,erfect Induslrv

PART TWO: THE 21 st CENTURY MARKETING COMMUN IC ATIONS PLAN

The New Dynamic

Tile Way Forward

Navigating the Maze

Most Frequently Asked Questions

PART TtlREE: BRAVE NEW WORLD

Rewriting the Rules

Appendix

Bibliography

Index

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作者简介：

MARK AUSTIN, Chairman and CEO of　Mediaedge:cia Asia Pacific, is regarded as the

marketing communications industry's high　priest of media in Asia. Named "Media

Innovator of the Year 1998" by US trade　publication Advertising Age, British-born

Austin is a passionate advocate of media's　importance in brand building and a leading　proponent of communications channel planning　in Asia. Austin's media skills have been honed　over twenty years, thirteen of which were spent　running specialist media companies. In 1995,　he established media specialist CIA in Asia,

building a network across Hong Kong, India,Malaysia, Singapore, Taiwan and Thailand,

and was a director of publicly quoted Tempnsplc. In 2000, Media & Marketing awarded

CIA "Media Agency of the Year"