{"product_id":"9780137142491","title":"The New Language of Marketing 2.0: How to Use ANGELS to Energize Your Market","description":"\"Marketing has entered a new era of rapid advance. Those unwilling to experiment with new combinations of traditional and internet marketing will be left behind.\"\u003cbr\u003e—Chris Trimble, Adjunct Associate Professor of Business Administration, Tuck School of Business at Dartmouth and Coauthor, Ten Rules for Strategic Innovators: From Idea to Execution\u003cp\u003e“It’s no secret that business has been changing dramatically over the last decade. To succeed in this rapidly changing environment, businesses must adapt their marketing strategies accordingly—The New Language of Marketing 2.0 provides practical, proven, and prescient tools to do exactly that.”\u003cbr\u003e—Dr. Steve Moxey, Research Fellow, High-Tech Marketing, Manchester Business School\u003c\/p\u003e\u003cp\u003e“Most U.S. marketers mistakenly think 'going global' is just a matter of translating your promotional materials into different languages and widening your media buys. Packed with real-life examples, this new book amply demonstrates that successful global marketing is actually all about local marketing. Learn how to give a local spin within each regional marketplace for global success.”\u003cbr\u003e—Anne Holland, Founder, MarketingSherpa Inc\u003c\/p\u003e\u003cp\u003eUse ANGELS and Web 2.0 Marketing to Drive Powerful, Quantifiable Results\u003cbr\u003eFor every marketer, strategist, executive, and entrepreneur\u003c\/p\u003e\u003cp\u003eToday, marketers have an array of radically new Web 2.0-based techniques at their disposal: viral marketing, social networking, virtual worlds, widgets, Web communities, blogs, podcasts, and next-generation search, to name just a few. Now, leading IBM marketing innovator Sandy Carter introduces ANGELS, a start-to-finish framework for choosing the right Web 2.0 marketing tools—and using them to maximize revenue and profitability.\u003c\/p\u003e\u003cp\u003eCarter demonstrates winning Web 2.0 marketing at work through 54 brand-new case studies: organizations ranging from Staples to Harley Davidson, Coca-Cola to Mentos, Nortel to IBM itself. You’ll discover powerful new ways to market brands and products in both B2B and B2C markets...integrate Web 2.0, experiential, and conventional marketing...maximize synergies between global and local marketing...gain more value from influencers, and more.\u003c\/p\u003e\u003cp\u003eIncludes information, case studies, and working examples for next generation marketing strategies such as:\u003c\/p\u003e\u003cp\u003e• Social networks with virtual environments, including Second Life\u003cbr\u003e• Online communities including Facebook\u003cbr\u003e• Viral Marketing and eNurturing\u003cbr\u003e• Serious Gaming\u003cbr\u003e• Widgets\u003cbr\u003e• Wikis\u003cbr\u003e• Blogging, including Twitter\u003cbr\u003e• RSS\u003cbr\u003e• Podcasting\u003cbr\u003e• Videocasting\u003c\/p\u003e\u003cp\u003eWhether you’re a marketing professional, Web specialist, strategist, executive, or entrepreneur, this book will help you drive immense, quantifiable value from Web 2.0 technologies—now, and for years to come.\u003c\/p\u003e\u003cp\u003eSandy Carter’s breakthrough ANGELS approach, a step-by-step framework for success:\u003c\/p\u003e\u003cp\u003eAnalyze and ensure strong market understanding\u003cbr\u003e Nail the relevant strategy and story\u003cbr\u003e Go to Market Plan\u003cbr\u003e Energize the channel and community\u003cbr\u003e Leads and revenue\u003cbr\u003e Scream!!! Don’t forget the Technology!\u003c\/p\u003e\u003cp\u003eBONUS Content Available Online:\u003cbr\u003eAdditional chapters, case studies, examples, and resources are available on the book companion site, ibmpressbooks.com\/angels.\u003c\/p\u003e\u003cp\u003e==================================\u003c\/p\u003e\u003cp\u003eTable of Contents\u003c\/p\u003e\u003cp\u003eIntroduction\u003c\/p\u003e\u003cp\u003eA: Analyze Here, There, and Everywhere\u003c\/p\u003e\u003cp\u003eChapter 1: Listening and Analyzing in the Global World\u003cbr\u003eChapter 2: Segmentation in Action: The Nortel Case\u003cbr\u003eChapter 3: Globalization: Lenovo, Google, Unilever, and IBM\u003c\/p\u003e\u003cp\u003eN: Nail the Strategy\u003c\/p\u003e\u003cp\u003eChapter 4: Fish Where the Fish Are and Use the Right Bait\u003cbr\u003eChapter 5: Relevance and Roles: Forrester Research\u003cbr\u003eChapter 6: Lightly Branded: EepyBird, The Coca-Cola Company, and Mentos\u003cbr\u003eChapter 7: Corporate Social Responsibility: IBM’s Project Green and Marks \u0026amp; Spencer\u003c\/p\u003e\u003cp\u003eG: Go-to-Market\u003c\/p\u003e\u003cp\u003eChapter 8: Break Through the Noise\u003cbr\u003eChapter 9: Influencer Value: The IBM Case Study\u003c\/p\u003e\u003cp\u003eE: Energize the Ecosystem and Market\u003c\/p\u003e\u003cp\u003eChapter 10: The New Vessels\u003cbr\u003eChapter 11: Energize the Channel with Communities: OMG, Adobe and Rubicon Consulting, and Harley-Davidson\u003cbr\u003eChapter 12: Virtual Environments: The Coca-Cola Company and IBM\u003cbr\u003eChapter 13: Widgets: The Use of Widgets at IBM\u003cbr\u003eChapter 14: Blogs: Midwest Airlines and IBM\u003cbr\u003eChapter 15: Serious Gaming: IBM’s Innov8\u003c\/p\u003e\u003cp\u003eL: Leads and Revenue\u003c\/p\u003e\u003cp\u003eChapter 16: Show Me the Money: A Discussion with Google, the Marketing Leadership Council, and MarketingNPV\u003cbr\u003eChapter 17: Innovation, Engagement, and Business Results: adidas Group, ConAgra Foods, and Tellabs\u003cbr\u003eChapter 18: Marketing Dashboards: IBM Cognos\u003c\/p\u003e\u003cp\u003eS: Scream Through Technology\u003c\/p\u003e\u003cp\u003eChapter 19: Screaming World Changes\u003cbr\u003eChapter 20: Technology Matters: IBM, Staples, Dell, and MyVirtualModel\u003c\/p\u003e\u003cp\u003ePutting It All Together\u003c\/p\u003e\u003cp\u003eChapter 21: End-to-End Example: IBM WebSphere and the SOA Agenda, Prolifics, and Ascendant Technology\u003cbr\u003eChapter 22: The Top 10 Don’ts and the Marketing Organization of the Future\u003c\/p\u003e\u003cp\u003eThe following materials can be found on the companion Web site at ibmpressbooks com\/angels:\u003c\/p\u003e\u003cp\u003eOnline 1: Relationship and Word of Mouth: Rackspace\u003cbr\u003eOnline 2: Personal Branding\u003cbr\u003eOnline 3: National Environmental Policy Act \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e","brand":"IBM Press","offers":[{"title":"Default Title","offer_id":47008429834480,"sku":"9780137142491","price":29.99,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9780137142491_p0.jpg?v=1763777701","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9780137142491","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}