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There's No Business That's Not Show Business: Marketing in an Experience Culture

There's No Business That's Not Show Business: Marketing in an Experience Culture

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Description

  • Copyright 2004
  • Pages: 320
  • Edition: 1st
  • eBook (Watermarked)
  • ISBN-10: 0-13-204467-6
  • ISBN-13: 978-0-13-204467-7

Say goodbye to "business as usual"--to succeed today you need show business!


How do you market in today's "experience culture"--as conventional advertising grows increasingly ineffective, and customers grow increasingly independent? Companies and brands from Altoids to Volkswagen have discovered the answer: bring show business into your business!


There's No Business That's Not Show Business demonstrates how to use "show biz" techniques to cut through the clutter, engage your customers personally, differentiate your product or brand--and create real, long--term value.


These techniques can be adapted for any product, service, or market--consumer or B2B. You'll learn how to clearly identify strategic objectives and expected outcomes; target your high--value customers; ensure that "show biz" marketing promotes your core brand message; extend your impact via PR and CRM; and, above all, achieve quantifiable results.

Sample Content

Table of Contents



Foreword.


Acknowledgments.


Introduction: All Business Is Show Business.

I. TYPES OF SHOWS.

1. Live Shows.
2. Immersionary Show Spaces.
3. Shows For Invented (and Reinvented) Media.
4. Buzz, Evangelistas, and Customer Shows.
5. Integrating Different Types of Shows.

II. HOW TO MAKE SHOW BUSINESS A BUSINESS SUCCESS.

1. Eight Steps to Keeping Your Show On- Brand.
2. Creating Relationships through Show Business.
3. Extending the Impact of Your Show.
4. Measurement, Budgets, and ROI.

III. THE SHOW BUSINESS ORGANIZATION.

1. Internal Shows for Employees and Partners.
2. How to Run Your Own Show: The Three P's and the IBM Opera.
3. Persona, Myth, and Ethos in Leadership.
4. The Show Business Leadership Hall of Fame.

IV. SHOW BUSINESS IN AN EXPERIENCE CULTURE.

1. Las Vegas.
2. The Cooking Business.
3. The Art Business.
Notes.
Index.

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