Always On

Always On

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Vollmer, Christopher | Precourt, Geoffrey McGraw-Hill, 2008 Audio summary available
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IN THIS SUMMARY

The new media environment is “always on,” accessible to audiences from anywhere at any time, and responsive to their control. The world of marketing is now at the beginning of a consumer-centric digital age in which the traditional approaches to marketing products and services are no longer viable. Instead of being satisfied with knowing how many people are exposed to their brand messages, marketers must determine how well their messages are received, whether they generate a customer response, and what those responses are. Always On is an exploration of the turbulent new digital era and its implications for corporate executives as well as marketing and advertising professionals.