They Say They Want A Revolution: What Marketers Need to Know As Consumers Take Control [Paperback]

Paul Matthaeus (Author)

Book Description

Publication Date: October 7, 2003

Many of those in charge of brand strategies are clueless as to why the old ways of marketing are no longer effective. They continue their Madison Avenue crusades with disingenuous fervor. Plan their strategies with reach and frequency projections and then continue to target their audiences with 30-second sound bites. Yet they're mystified, unable to explain how it is they execute flawlessly, but still their market share declines.From 1996 to 2000, the Big Three automotive companies increased their marketing cost per vehicle by 87 percent. Yet, their combined market share dropped by more than four percentage points! Detroit is not alone in its marketing futility. Nearly every product niche is experiencing the same.Overwhelmed by brand overload, deafened by market din, and empowered by new technologies, the consumer is no longer a passive target simply awaiting directives from the marketing establishment.With the ultimate desire to touch, and be touched, the consumer has taken control of when, where, and how they retrieve information relevant to their purchasing decisions. Whether it's the TiVo control that allows them to effortlessly fly past commercials, interactive DVDs that simultaneously engage and enlighten, or intelligent web sites that cater to their individual needs, the consumer has ascended the throne.

Editorial Reviews

About the Author

Founder, CEO and chief creative officer of Digital Kitchen, Paul Matthaeus started Digital Kitchen as the digital studio for the advertising agency he founded in 1992. With a background in photography, filmmaking and production?as well as 16 years in the advertising agency business?Matthaeus chartered Digital Kitchen to cultivate and advance broader experimentation and creativity in full-motion electronic media, leveraged with an uncommon faculty for strategic brand marketing.

Product Details

• Paperback: 170 pages
• Publisher: iUniverse (October 7, 2003)
• Language: English
• ISBN-10: 0595298389
• ISBN-13: 978-0595298389
• Product Dimensions: 9.2 x 6.1 x 0.5 inches
• Shipping Weight: 7.2 ounces (View shipping rates and policies)
• Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
• Amazon Best Sellers Rank: #3,080,658 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

3 of 6 people found the following review helpful:

5.0 out of 5 stars Marketers, solve your dilemma!, November 4, 2003

By 

William D. Mcfadden "Amazondan" (Redmond, WA USA) - See all my reviews
(REAL NAME)   

This review is from: They Say They Want A Revolution: What Marketers Need to Know As Consumers Take Control (Paperback)

Finally, a book that addresses the myths and misconceptions of doing marketing "the old fashioned" way. Advertising as we know it is obsolete...this is the age of cyberspace and the consumer NOW controls the marketing dynamic. These contributing authors (who by the way are seasoned business professionals who have been there, done that), have assembled an anthology that is truly a survival guide for marketing professionals of the new millennium.