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Marketing in the Round: How to Develop an Integrated Marketing Campaign in the Digital Era (Que Biz-Tech) Hardcover – May 3, 2012


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Product Details

  • Series: Que Biz-Tech
  • Hardcover: 224 pages
  • Publisher: Que Publishing; 1 edition (May 3, 2012)
  • Language: English
  • ISBN-10: 0789749173
  • ISBN-13: 978-0789749178
  • Product Dimensions: 6.3 x 0.8 x 9.3 inches
  • Shipping Weight: 15.5 ounces (View shipping rates and policies)
  • Average Customer Review: 4.2 out of 5 stars  See all reviews (64 customer reviews)
  • Amazon Best Sellers Rank: #510,492 in Books (See Top 100 in Books)

Editorial Reviews

Review

“Dietrich and Livingston have given us a practical guide and checklist for organizations to tear down the organizational silos that stand in the way of getting successful marketing results in a networked media age.”
--Beth Kanter, coauthor of Networked Nonprofit

“Dietrich and Livingston’s latest book, Marketing in the Round, provides readers with an inspiring view into the pragmatic science of seventeenth-century Japanese martial combat and its keen relevance to the reinvigorated practice of ‘Integrated Marketing Communications’ (IMC). The authors teach new empathetic and ubiquitous campaign strategies that bring IMC well into the twenty-first century. Comprehensive social and traditional media strategies are delivered ‘in the round,’ providing practitioners with credible and meaningful tactics, unrestricted by conventional limits of reach and frequency.”
--Mark Meudt, vice president of communications and marketing for General Dynamics; author of “Supporting Uncle Sam: Ideas for a Unique Integrated Communications Strategy,” Northwestern University, Medill School, Journal of Integrated Marketing Communications, 2011

"I've been following Gini and Geoff for years, and they are the real deal! In this book, the authors offer an actionable, no-nonsense approach to what it will take on every level to actually communicate and connect with your stakeholders. If you have the stomach for breaking down budget silos, holding yourself accountable to measurable objectives, and embracing a commonsense approach to communication, you'll be the big winners for it."
--Leo Bottary, vice president public affairs, Vistage International; adjunct professor, Seton Hall University, Master of Arts in strategic communication and leadership (MASCL) program

"Round up the troops and knock down the silos! Gini Dietrich and Geoff Livingston deliver a practical playbook for leaders who want to solve the challenges and unleash the value of integrated marketing communications to drive bottom-line results."
--Scott Farrell, president, Global Corporate Communications

About the Author

Gini Dietrich is founder and CEO of Arment Dietrich, an integrated marketing communication firm, and Spin Sucks Pro, a professional development site for PR and marketing pros. Her blog, Spin Sucks, is on the AdAge top 150 list, as well as being a top 10 online destination for PR and marketing tips, tools, and techniques. An award-winning communicator, she has had clients that include Abbott, Sprint, Ocean Spray, Bayer, BASF, The Catfish Institute, Central Garden & Pet, and Denny’s. She speaks internationally on the topics of social media, communication, and integrated marketing.


Geoff Livingston is an award-winning author and marketing strategist who has successfully built two companies. A marketing strategist for 18-plus years, he has had clients that include PayPal, Google, United Way of America, Network Solutions, Verizon Wireless, the American Red Cross, and General Dynamics. In addition to marketing organizations, his strategies have raised more than $2 million for charities using multichannel marketing programs.


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Customer Reviews

The worst thing about this book is that once you read it you can't go back!
Jon-Mikel Bailey
This book obviously only provides cursory coverage and almost no data to back the statements to give them credibility.
Mike
The good news is, this book is very accessible, so you'll actually enjoy reading about it.
Joseph Ratliff

Most Helpful Customer Reviews

12 of 13 people found the following review helpful By ARISSO on May 14, 2012
Format: Hardcover Verified Purchase
Just finished Marketing in the Round and found it to be incredibly helpful. I'm making it required reading for any hire or intern entering the Marketing/Communications field. The book beautifully balances itself between BIG PICTURE theories and more day-to-day how to advice and examples. Simple common-sense charts, tables and questions help you think through your situation and come up with an executable strategy.

Dietrich and Livingston break down the pros and cons of each discipline (Advertising, Web, Public Relations, Social Media, SEO, Content, and Direct Marketing)and illuminate the importance of cross-departmental collaboration. Their years of experience shine through and would serve as a much-needed reality check for those who don't know why they're not getting the results they want from their marketing campaigns.

For example, the section discussing starting up an online community starts out "This is not the Field of Dreams. If you build it, they will not come." Of course, the paragraph goes on to helpfully explain how to participate in existing online communities, where to find them, and how best to engage them.

A must read for anyone currently in Marketing and PR (at least those who plan to be in the business a year from now.)
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10 of 11 people found the following review helpful By Michael Brenner on May 14, 2012
Format: Hardcover
This should be required reading for any marketing executive and change-agent in business who is trying to see an increase in their business results from marketing strategies. Gini and Geoff provide the historical context, a deep review of the approaches and sound recommendations to make this a worthwhile read.
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10 of 12 people found the following review helpful By Tim Bradley on June 8, 2012
Format: Hardcover
"Marketing in the Round" is not a book to curl up with and read by the fireplace with a brandy and a beagle. Instead, it belongs in the classroom of a course called Marketing I. Authors Gini Dietrich and Geoff Livingston have impressive pedigrees. She's the founder and CEO of the hot Chicago firm Arment Dietrich; he's a pioneering social media strategist with a litany of A-list clients. Their book (her first, his third) is a comprehensive Baedeker for anyone starting down the marketing road. Like oil on water, it is slick but superficial. It promotes the unbearably obvious and threadbare notion that the marketing disciplines--advertising, PR, SEO, Web, social media, direct mail, etc.--should work together. Facile advice like "You're going to have to get the organization to change" and "...people fear change" adds nothing to a millennium's worth of writing on the subject by Deming, Ishikawa, Taylor, Morgan, Zuboff, Peters, et al. Even the great philosopher Dwight Yoakam had a song called "Let's Work Together." Nearly 500 years ago, Niccolo Machiavelli wrote: "It must be considered that there is nothing more difficult to carry out, nor more doubtful of success, nor more dangerous to handle, than to initiate a new order of things."
If you learn by repetition, this text will be a great teacher. For example, it uses the word "silo" 16 times in two pages. There are hives and hives of buzzwords. Terms like Yammer, Yelp, Chatter, HTML5, GChat and CAN-SPAM may frustrate the uninitiated. Dietrich even quotes from her own site, Spin Sucks Pro (the perfect vacuum cleaner name), as an expert source on vision statements. The authors trot out the weary warhorses SWOT analysis and SMARTER goals (where's AIDA?), which are useful for first-timers.
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15 of 19 people found the following review helpful By Chen Sun on September 18, 2012
Format: Hardcover Vine Customer Review of Free Product ( What's this? )
When I initially quickly read first chapters, didn't learn much. Maybe missed it, I said to myself, and tried rereading. Then, I saw the innumerable 5 stars, (mostly given by reviewers with too few Amazon review, strange!), and so I reviewed it once more.

This book feels more like condensed seminar notes than an analytical book. If one has read marketing textbooks and kept current with web and social media, this book provides little value. The book's theme, "Marketing in the Round", as best as I can determine, is same as traditional integrated marketing communications, and its slogan-message "break down the silos" has been around for centuries.

The book's other coined terms (its marketing approaches), e.g. groundswell, top-down, flanking, or go direct, all have better known, traditional marketing terms. The book uses Musashi's warfare classic, "The Book of Five Rings" to derive and give analogy to these terms. Warfare philosophy really isn't appropriate here, because warfare is usually a zero or negative sum activity, and business is usually a positive sum activity. Campaigns, however, can be thought of in military terms; and, instead of relying of Mushashi, perhaps the authors should look more to Sun Tzu, the preemient military strategist.

For example, when the book states in order for Mushashi's "top down" approach to work, a company usually needs market leadership; such is too broad of a generalization and possible implementation strategies too obvious. By comparison, a Sun Tzu general would know details of the marketing terrain, have high degree of environmental (including enemy) intelligence, and deploy all kinds of sophisticated illusions and non-obvious tactics.
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