Werbung

Konsumentenpsychologie und Konsumentenverhalten: Marketingpsychologie - Kunden verstehen und lesen

Autor: Max Mittelstaedt

Sustainable Advertising: How Advertising Can Support a Better Future

Autoren: Matt Bourn, Sebastian Munden

Propaganda

Autor: Edward L. Bernays

Breakthrough Advertising

Autor: Eugene M. Schwartz

The Practice: Shipping creative work

Autor: Seth Godin

Consultative Selling

Autoren: Mack Hanan, etc.

I love it. What is it?: The power of instinct in design and branding

Autor: Gyles Lingwood

Ich wusste, was ich tat: Emil Julius Gumbel und der rechte Terror in der Weimarer Republik (Neue Kleine Bibliothek)

Dietrich Heither

How to Style Your Brand: Everything You Need to Know to Create a Distinctive Brand Identity

Fiona Humberstone

How to Write Copy That Sells: The Step-By-Step System for More Sales, to More Customers, More Often

Ray Edwards

Ideen visualisieren: Scribble - Layout - Storyboard Ein Handbuch der Entwurfstechnik

Gregor Krisztian

Brave New World Revisited

Aldous Huxley

Contagious: Why Things Catch On

Jonah Berger

Schnauze, Alexa!: Ich kaufe nicht bei Amazon, Vorsicht! Dieses Buch liefert überzeugende Argumente

Johannes Bröckers

Frenemies: The Epic Disruption of the Advertising Industry (and Everything Else)

Ken Auletta

An intimate and profound reckoning with the changes buffeting the $2 trillion global advertising and marketing business from the perspective of its most powerful players, by the best-selling author of Googled.

Advertising and marketing touches on every corner of our lives and is the invisible fuel powering almost all media. Complain about it though we might, without it the world would be a darker place. And of all the industries wracked by change in the digital age, few have been turned on its head as dramatically as this one has. We are a long way from the days of Don Draper; as Mad Men is turned into Math Men (and women - though too few), as an instinctual art is transformed into a science, the old lions and their kingdoms are feeling real fear, however bravely they might roar.

Frenemies is Ken Auletta's reckoning with an industry under existential assault. He enters the rooms of the ad world's most important players, some of them business partners, some adversaries, many 'frenemies', a term whose ubiquitous use in this industry reveals the level of anxiety, as former allies become competitors and accusations of kickbacks and corruption swirl.  

We meet the old guard, including Sir Martin Sorrell, the legendary head of W P P, the world's largest ad agency holding company; while others play nice with Facebook and Google, he rants, some say Lear-like, out on the heath. There is Irwin Gotlieb, maestro of the media agency Group M, the most powerful media agency, but like all media agencies it is staring into the headlights as ad buying is more and more done by machine in the age of Oracle and I B M.  

We see the world from the vantage of its new powers, like Carolyn Everson, Facebook's head of Sales, and other brash and scrappy creatives who are driving change, as millennials and others who disdain ads as an interruption employ technology to zap them. We also peer into the future, looking at what is replacing traditional advertising. And throughout we follow the industry's peerless matchmaker, Michael Kassan, whose company, Media Link, connects all these players together, serving as the industry's foremost power broker, a position which feasts on times of fear and change.

Frenemies is essential listening, not simply because of what it says about this world but because of the potential consequences: the survival of media as we know it depends on the money generated by advertising and marketing - revenue that is in peril in the face of technological changes and the fraying trust between the industry's key players.

Words that Sell, Revised and Expanded Edition: The Thesaurus to Help You Promote Your Products, Services, and Ideas

Richard Bayan

Hope Is Not a Strategy: The 6 Keys to Winning the Complex Sale

Rick Page

Das SEO Buch für Anfänger - SEO Optimierung lernen: Erreiche mehr Webseiten-Besucher durch Suchmaschinenoptimierung – Schritt für Schritt Strategie für deine Webseite

Autor: Jens Steingröver

Werbung