{"product_id":"9780132089524","title":"The Open Brand: When Push Comes to Pull in a Web-Made World","description":"Many of the best brands today are of geek pedigree, powered by the  technologies, traits and trends of the ascendant digital channel.  Amidst the decline of mass marketing, push marketing tactics have been  superseded by new forms of influence. These include the creating,  sharing and influencing behaviors of an online population no longer  content merely to consume, and the potent pairing of digital notoriety  and network effects, which has given rise to the icitizenry.\u003cbr\u003e \u003cbr\u003e  From these sociocultural forces emerges a radical business imperative:  to open up to consumer involvement in a brand's messages and offerings.  Published under Peachpit's New Riders imprint in partnership with AIGA  Design Press, \u003ci\u003eThe O\u003c\/i\u003e \u003ci\u003epen Bran\u003c\/i\u003e \u003ci\u003ed\u003c\/i\u003e illuminates both the  risks and immense rewards of doing so, and describes the essential  consumer experiences that are requisite for cultural  relevance—On-demand, Personal, Engaging, and Networked experiences,  representing the chief values of the web-made world.\u003cbr\u003e","brand":"Pearson Education","offers":[{"title":"Default Title","offer_id":47077358207216,"sku":"9780132089524","price":33.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9780132089524_p0.jpg?v=1763640301","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9780132089524","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}