The Citizen Marketer PDF Download

Author: Joel Penney
Publisher: Oxford University Press
ISBN: 0190658061
Category : Business & Economics
Languages : en
Pages : 265

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Book Description
Particularly among segments of the left that have identified neoliberal market logics and consumer capitalist structures as a major focus of political struggle -- .

Author: Joel Penney
Publisher:
ISBN: 9780190658090
Category : POLITICAL SCIENCE
Languages : en
Pages : 246

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Book Description
From hashtag activism to the flood of political memes on social media, the landscape of political communication is being transformed by the grassroots circulation of opinion on digital platforms and beyond. 'The Citizen Marketer' offers a new framework for understanding this phenomenon by exploring how everyday people assist in the promotion of political media messages in hopes of persuading their peers and shaping the public mind

Author: Jackie Huba
Publisher: Lewis Lane Press
ISBN: 9780988195417
Category :
Languages : en
Pages : 236

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Book Description
The woman next to you in the coffee shop, typing madly on her laptop, just might be determining the ending to next year's block-buster film or how quickly the hottest new PDA hits store shelves. In homes, dorm rooms, waiting rooms, planes and trains around the world, millions of people are exercising enormous influence on what we buy, even though they have no official connection to those products and services. Who are they? What motivates them? Marketing experts Jackie Huba and Ben McConnell explore the ramifications of social media in Citizen Marketers. As everyday people increasingly create content on behalf of companies, brands or products, they are collaborating with others just like themselves and forming ever-growing communities of enthusiasts and evangelists. From the rough to the sophisticated, the "user-generated media" of blogs, online bulletin boards, podcasts, photos, songs, and animations are influencing companies' customer relationships, product design, and marketing campaigns, whether they participate willingly or not.

Author: Ben Mcconnell
Publisher: Kaplan Publishing
ISBN:
Category : Business & Economics
Languages : en
Pages : 248

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Book Description
""A solid... insightful explanation of how the Internet has armed the consumer—which is to say, everyone—against the mindless blather of corporate messaging attempts. Drop everything and read this book.""—The Wall Street Journal The woman next to you in the coffee shop, typing madly on her laptop, just might be determining the ending to next year's block-buster film or how quickly the hottest new PDAT hits store shelves. In homes, dorm rooms, waiting rooms, planes and trains around the world, millions of people are exercising enormous influence on what we buy, even though they have no official connection to those products and services. Who are they? What motivates them? Marketing experts Ben McConnell and Jackie Huba explore the ramifications of social media in Citizen Marketers. As everyday people increasingly create content on behalf of companies, brands or products, they are collaborating with others just like themselves and forming ever-growing communities of enhusiasts and evangelists. From the rough to the sophisticated, the ""user-generated media"" of blogs, online bulletin boards, podcasts, photos, songs, and animations are influencing companies' customer relationships, product design, and marketing campaigns, whether they participate willingly or not. Citizen Marketers is the first book to document this phenomenon, examining some of the early winners and losers in this new genre, as well as some of its most noted constituents. With their exceptional knowledge of brands, products, companies and industries, the citizen marketers are democratizing traditional notions of communication and marketing, even entire business models. Features: Research on social media Case studies of people and organizations fueling the growth of citizen marketing Clarifies the context and importance of technological and societal shifts that are changing the nature of customer expectations and relationships

Author: Tony Woodlief
Publisher: Encounter Books
ISBN: 1641772115
Category : Political Science
Languages : en
Pages : 200

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Book Description
This is a story of hope, but also of peril. It began when our nation’s polarized political class started conscripting everyday citizens into its culture war. From their commanding heights in political parties, media, academia, and government, these partisans have attacked one another for years, but increasingly they’ve convinced everyday Americans to join the fray. Why should we feel such animosity toward our fellow citizens, our neighbors, even our own kin? Because we’ve fallen for the false narrative, eagerly promoted by pundits on the Left and the Right, that citizens who happen to vote Democrat or Republican are enthusiastic supporters of Team Blue or Team Red. Aside from a minority of party activists and partisans, however, most voters are simply trying to choose the lesser of two evils. The real threat to our union isn’t Red vs. Blue America, it’s the quiet collusion within our nation’s political class to take away that most American of freedoms: our right to self-governance. Even as partisans work overtime to divide Americans against one another, they’ve erected a system under which we ordinary citizens don’t have a voice in the decisions that affect our lives. From foreign wars to how local libraries are run, authority no longer resides with We the People, but amongst unaccountable officials. The political class has stolen our birthright and set us at one another’s throats. This is the story of how that happened and what we can do about it. America stands at a precipice, but there’s still time to reclaim authority over our lives and communities.

Author: Bruce I. Newman
Publisher: SAGE
ISBN: 0761909591
Category : Business & Economics
Languages : en
Pages : 186

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Book Description
Bruce I. Newman reveals how the US public is being manipulated by marketing strategies and tactics taken directly from the most successful market-led companies. He uncovers the emphasis on style over substance and sound-bite over real dialogue.

Author: Marc Gobe
Publisher: Simon and Schuster
ISBN: 1621531937
Category : Business & Economics
Languages : en
Pages : 358

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Book Description
Leading brand designer Marc Gobé builds on his highly successful Emotional Branding strategy with Citizen Brand, a powerful new concept designed to help companies earn the trust of today's consumers. Gobé argues that corporations need a new vision to survive in the present "emotional economy," challenging them to develop more passionate, human, and socially responsible brand strategies. He shows how to transform Consumers to People, Products to Experiences, Honesty to Trust, Quality to Preference, Identity to Personality, and Service to Relationship.

Author: Nancy R. Lee
Publisher: Pearson Education
ISBN: 0132716224
Category : Business & Economics
Languages : en
Pages : 465

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Book Description
Marketing in the Public Sector is a groundbreaking book written exclusively for governmental agencies. It offers dozens of marketing success stories from agencies of all types–from around the world–so that you can make a difference in your organization. World-renowned marketing expert Dr. Philip Kotler and social marketing consultant Nancy Lee show that marketing is far more than communications and has at its core a citizen-oriented mindset. You’ll become familiar with the marketing toolbox and come to understand how these tools can be used to engender citizen support for your agency, increase utilization of your products and services, influence positive public behaviors–even increase revenues and decrease operating costs. This book offers no-nonsense roadmaps on how to create a strong brand identity, gather citizen input, and evaluate your efforts. It presents a step-by-step model for developing a marketing plan, pulling the lessons of the entire book together into one, high-impact action plan. Simply put, this book empowers you to build the “high-tech, high-touch” agency of the future–and deliver more value for every penny you spend.

Author: Jon Alexander
Publisher: Canbury Press
ISBN: 1912454882
Category : Political Science
Languages : en
Pages : 256

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Book Description
MCKINSEY TOP 5 RECOMMENDED READ 'An underground hit' – Best Politics Books, Financial Times 'Jon has one of the few big ideas that's easily applied' – Sam Conniff, Be More Pirate 'A wonderful guide to how to be human in the 21st Century' – Ece Temelkuran, How to Lose a Country: the Seven Steps from Democracy to Dictatorship Description Citizens opens up a new way of understanding ourselves and shows us what we must do to survive and thrive as individuals, organisations, and nations. Over the past decade, Jon Alexander’s consultancy, the New Citizenship Project, has helped revitalise some of Britain’s biggest organisations including the Co-op, the Guardian and the National Trust. Here, with the New York Times bestselling writer Ariane Conrad, he shows how history is about to enter age of the Citizen. Because when our institutions treat people as creative, empowered creatures rather than consumers, everything changes. Unleashing the power of everyone equips us to face the challenges of economic insecurity, climate crisis, public health threats, and polarisation. Citizens is an upbeat handbook, full of insights, clear examples to follow, and inspiring case studies, from the slums of Kenya to the backstreets of Birmingham – and a foreword by Brian Eno. It is the perfect pick-me-up for leaders, founders, elected officials – and citizens everywhere. Organise and seize the future! Reviews 'Society is like an out of control house party – eating, drinking and consuming everything. Jon is the organiser of the campfire gathering behind the party. It’s calm and welcoming and you won’t want to leave. In Citizens, Jon and Ariane show how to leave the burning house of the Consumer Story and join the campfire that is the Citizen Story.' – Stephen Greene, CEO of RockCorps and founding Chair of National Citizen Service UK 'The belief that every single one of us has both the potential and the desire to make the world better drives me every day, in everything I do. In Citizens, Jon shows how taking that belief as a starting point really could transform our world. This is a truly powerful book, in every sense of the word.' - Josh Babarinde, Forbes 30 Under 30 Social Entrepreneur 'Every great transformation requires a new story. A story that reveals new possibilities and points toward an optimistic alternative to the current situation. Citizens presents just such a story.' – Tim Brown, Chair of IDEO and author of Change By Design 'The shift from consumer to citizen is a truly big idea. If you’re in a position of strategic influence, I strongly recommend you engage with this and consciously explore what it might mean for your organisation.' – Dame Fiona Reynolds DBE, Former Director General, National Trust, and Trustee, BBC 'There is such a thing as an idea whose time has come. This is that idea.' – James Perry, Board Member, B Lab Global, and Founding Partner, Snowball Investment Management About the Authors JON ALEXANDER began his career with success in advertising, winning the prestigious Big Creative Idea of the Year before making a dramatic change. Driven by a deep need to understand the impact on society of 3,000 commercial messages a day, he gathered three Masters degrees, exploring consumerism and its alternatives from every angle. In 2014, he co-founded the New Citizenship Project to bring the resulting ideas into contact with reality. In Citizens, he is ready to share them with the world. ARIANE CONRAD has built a career turning big ideas into books that change the world. Known as the Book Doula, she has co-written several New York Times bestsellers. BRIAN ENO is an artist, philosopher and Citizen who has played a critical part in British culture since the early 1970s. He is a deep believer in the power of ideas and the possibility of a better world, beliefs which manifest both in his audio and visual art, and in his deep engagement with social, political and environmental issues. Buy the book to carry on reading

Author: Nancy R. Lee
Publisher: Routledge
ISBN: 1315525631
Category : Political Science
Languages : en
Pages : 205

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Book Description
Social marketing is a discipline unfamiliar to many policymakers, often confused with the more frequently applied and studied fields of social media, behavioral economics, or social change. Social marketing is a growing field and methodology, however, that has been successfully applied to improve public health, prevent injuries, protect the environment, engage communities, and improve financial well-being. Policymaking for Citizen Behavior Change is designed to demonstrate the ways in which social marketing can be an effective and efficient tool to change citizens’ behavior, and how to advocate for and support its appropriate application. Providing a 10-Step Planning Model and examining a variety of social marketing cases and tools, including more than 40 success stories, Policymaking for Citizen Behavior Change is core reading for current policymakers, as well as all those studying and practicing social marketing, particularly in the public sector. It’s also worthwhile supplementary reading for those studying public policy, public administration, environmental justice, public health, and other programs on how to effect social change.