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The Next Evolution of Marketing: Connect with Your Customers by Marketing with Meaning 1st Edition

4.7 out of 5 stars 26 customer reviews
ISBN-13: 978-0071625364
ISBN-10: 0071625364
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Editorial Reviews

Review

"With solid credentials supporting him (as chief marketing strategist at Bridge Worldwide, a large advertising agency), Gilbreath lays out his ideas about a marketing strategy he calls 'meaningful marketing.' He defines meaningful marketing as the 'marketing itself add[ing] value to peoples' lives.' Insisting that traditional marketing is now out-of-date because the consuming public has grown sophisticated in avoiding regular marketing strategies ('Most traditional advertising is meaningless,' he says), he is a great proponent of marketing that offers consumers actual things to put to practical use, which then, in turn, makes the best advertising for the company that is supplying those services. He cites the 'best historical example' of marketing with meaning as the Michelin tire company, which, way back when, produced the first-ever car-travel guide to France. From there Gilbreath presents, essentially, a how to: outlining a model for developing meaningful marketing and then explaining, with many useful case examples, how it can be tailored to any company, large or small. An essential addition to comprehensive business collections." --Brad Hooper, Booklist Booklist 20090914

About the Author

Bob Gilbreath is chief marketing strategist at Bridge Worldwide, one of the largest global digital ad agencies. He has worked with some of the world’s largest marketers, including Procter & Gamble, Johnson & Johnson, Anheuser-Busch, and Ford. He currently leads digital strategy work for clients such as Kroger, Abbott, Luxottica, and ConAgra Foods. Bob was recognized by Advertising Age as one of the Top 50 Marketers of 2004. Bridge Worldwide headquarters are located in Cincinnati, Ohio.
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Product Details

  • Hardcover: 288 pages
  • Publisher: McGraw-Hill Education; 1 edition (September 24, 2009)
  • Language: English
  • ISBN-10: 0071625364
  • ISBN-13: 978-0071625364
  • Product Dimensions: 6.4 x 1.1 x 9.3 inches
  • Shipping Weight: 1.2 pounds (View shipping rates and policies)
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (26 customer reviews)
  • Amazon Best Sellers Rank: #901,036 in Books (See Top 100 in Books)

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Customer Reviews

Top Customer Reviews

Format: Hardcover
I must say that when asked to review Bob Gilbreath's book, The Next Evolution of Marketing, I was somewhat reluctant. Probably because I expected it to be yet another of those marketing potboilers lining the shelves of America's bookstores, either sporting such esoteric titles as The Twelve Immutable Marketing Secrets of the Kalahari Nomads, or words of wisdom from some gnarly old retired captain of industry, probably ghost written by his latest trophy wife.

Fortunately, Bob's book is neither. For a start, he isn't gnarly, he isn't even retired. He's still working at a large global digital ad agency, which he does rather obviously promote the crap out of at every opportunity. Remember Bob, push is passé. However, to his credit, when he does do this, he ties it in to a specific, provable benefit his company has brought to both client and consumer.

Described by other reviewers as the next step beyond "Permission Marketing," Bob's central thesis is that because customers are increasingly being bombarded with advertising messages which they are choosing to ignore, we now have to create "Marketing with Meaning." I wholeheartedly agree, but with one caveat... There is nothing new about this situation, customers have always been bombarded with marketing messages, it's just that now, the volume has exponentially increased and potential customers have many more ways to tune you out. Therefore, Bob's words acquire even more relevancy.

In the first half of the book, Bob gives many, many (way too many), examples and case studies of companies who have taken a different tack in marketing their products and services to existing and potential customers.
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Format: Kindle Edition Verified Purchase
Bob's book is one the few marketing books that keep you gripped. I love the stories he brings from his past in the Procter and Gamble world. If you have read Kotler's book "Marketing 3.0" then you will find this book as the perfect sequel that completes Kotler's theory on the future of marketing and brings a workable platform to it.
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Format: Hardcover
Seth Godin writes about gaining the persmission of potential customers while marketing. Bob Gilbreath explains how people are changing their expectations of internet marketers, and what we need to give them if our marketing efforts are going to succeed. Their ideas are driving success on the internet.

Bob's examples are mainly from big companies with big budgets. I run a small SEO/internet marketing business, mainly for mom and pop size shops. This information is as useful for them as it is for the big boys.

It is an excellent read, well thought out, easy to follow and has lots of examples to trigger ideas.
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Format: Hardcover
Marketing with Meaning provides real world insight coupled with an actionable framework to drive meaningful marketing forward for any product. The attitudes of the aging boomers and Gen Y coupled with the new recessionary behaviors demand that marketers find a higher level meaning to connect with consumers beyond push advertising. Bob's work with Fortune 100 companies proves that creating valuable marketing itself can drive business results. As an employee that practices marketing with meaning, it also makes me feel more fulfilled in my job. Here's to hoping this changes the perception of the ad business!
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Format: Hardcover
The Next Evolution of Marketing explains how professionals can tailor their marketing concepts to reach diverse levels of customer desires. The author included problems, real life examples and experiences and describes how to implement successful marketing. The book revolves around a Hierarchy of Meaningful Marketing which consists of solution, connection and achievement. The methodology engaged throughout the book helps organizations to connect customers and add value to their lives. Bob is able to show how businesses can grow in sales and increase loyal customers by connecting them in the marketing. After reading this book, you have a clear understanding of the differences between direct, permission and marketing with meaning. Companies that initiate marketing with meaning are able to create marketing that people choose to engage with and build a connection with them through meaningful campaigns that positively target their lives. The Next Evolution of Marketing unveils a revolutionary approach and helps to promote change throughout marketing.
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Format: Hardcover
You only need to look at your personal behavior of ignoring commercials to understand that conventional interruption advertising no longer works. We have all become quite adept at tuning out advertising/marketing efforts. The average person is bombarded with some 3,000 messages per day - so in self-defense we have learned how to guard our attention.

The concepts of this book are based on the truth that our attention has become our most precious asset. Everyone I know suffers from excess demands on their attention. Therefore we have become very guarded about who and where we give our attention. "Consumers trade attention for value." We are no longer willing to listen/watch advertisement unless we believe we are gaining some value in return.

The best example of meaningful marketing is Google. "Because it is revolutionizing the advertising and marketing business by providing a service that people find valuable, Google is considered the most valuable brand in the world today, even though it spends almost nothing on advertising."

The book is divided into two parts. Part one answers the questions: What is marketing with meaning? It goes into great detail why traditional marketing is meaningless and therefore rapidly becoming ineffective. "Meaningful marketers never push, they invite prospective customers in by creating marketing that appeals to the higher unmet needs in their overall lives."

Then there is a discussion of what marketing with meaning can do for a business. Bob Gilbreath says that marketing with meaning follows a hierarchy of consumer needs. The first level of marketing with meaning is providing meaningful solutions, the second level is providing meaningful connections and the highest level is providing meaningful achievements.
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