Is Anybody Out There? 市场信息新视野 pdf 免费 地址 txt lrf 下载 kindle umd

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

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

It describes a world where brands are redefined, c***umers 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 C***umer

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 Questi***

PART TtlREE: BR***E NEW WORLD

Rewriting the Rules

Appendix

Bibliography

Index

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作者简介：

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

marketing communicati*** 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 communicati*** 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"