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Marketing, and Marketing Communications in
particular, has changed forever. And it has all
happened since the last edition of this book - the
4th edition - written way back in 2005. What's
changed? Two things essentially: first, Social Media
arrived and changed the communications model,
the budget allocation, workflows and even the defi-
nition of media, communications and customer
experience as they morphed together.
Second, marketing standards have slipped back-
wards as customer service got sloppier; whether due
to arduous automated telephone queuing systems,
sloppy websites or de-motivated staff suffering in-
cessant corporate culls.
The good news is that marketers are now effec-
tively presented with a major opportunity to be
outstanding by just doing the basics right. In fact,
they can become world-class players if they layer
on top some creativity, disciplined processes and
constant improvement.
Marketers have also got the opportunity of
getting back into the boardroom as social media
positions marketing at the centre of the business;
listening to customers, extending the brand ex-
perience and reaching out and collaborating with
stakeholders in previously entirely unimaginable
ways, compared with just a few years ago. Social
Media - if fully integrated - draws marketers
into Product Portfolio Planning; New Product
Development; Customer Engagement; Customer
Relationship Management; Lifetime Values.
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Volume 1, The Organic Chemistry of Drug Synthesis
There exists today an abundance of excellent texts covering the
various aspects of organic chemistry. The student of medicinal
chemistry can choose among any of a number of first-rate expositions
of that field. The reader who is primarily interested in
the synthesis of some particular class of medicinal agents, however,
will... | | | | |
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