Marketing in the Round: How to Develop an Integrated Marketing Campaign in the Digital Era Hardcover – April 23 2012
Frequently bought together
--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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- Publisher : Que Publishing; 1st edition (April 23 2012)
- Language : English
- Hardcover : 224 pages
- ISBN-10 : 0789749173
- ISBN-13 : 978-0789749178
- Item weight : 442 g
- Dimensions : 15.24 x 1.91 x 22.86 cm
- Best Sellers Rank: #1,427,505 in Books (See Top 100 in Books)
- Customer Reviews:
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If I was an aging senior executive in a large organization holed up in my particular marketing or PR silo, I might have received an eye-opener. But most of what was written about here isn't anything terribly new--old concepts with new words. It could be the book is geared to this group, but I strongly suspect if someone was so staunchly unaware of the general concepts this book attempts to put out, they would most definitely find the book incomprehensible.
I didn't completely dislike this book. It did make me think a bit outside of my own little box. I didn't come into my current role via a marketing degree, so the superficial overview presented here did raise some questions for me to dig deeper on and learn more about from other sources. As someone running a very small organization catering to much larger businesses, it did give me some perspective as to who some of our potential clients are, and gave me some insight as to what some of our battles would be with certain client segments. And it made me put my critical thinking hat on.
Although reading this book wouldn't be a "waste of time," I believe there is a high opportunity cost because there are far better marketing books (and articles) out there that address the same issues for less time and money. I'd pass.
Oh yeah, if you're younger than 35 years old, and have taken an introductory marketing course, then you probably know 80% or more of the material in this book.
There are dozens of marketing and business books released every week. Many of them, dare I say, repeat the same messages. The same case studies. The same conclusions.
Not this book. For real. It was refreshing to read about different case studies (Kellogg's, Tupperware, Babybel), different approaches (what? Not everything is social media!?) and different conclusions (you aren't done when you think you're done).
What makes Marketing In The Round special, though, is the thoughtful way it's put together. It is not linear because we don't live in a linear world any longer. Instead, the idea of the "marketing round" is flexible, dynamic, and responsive, all the qualities we need to succeed in today's world. Integrated communications is the tip of the iceberg. We all know we need to do it, but HOW?
Each chapter ends with exercises for you to conduct. Reading this book is not a passive activity. Prepare to take action and get results. Highly recommended!
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.)
Now don't think that means that they are going all controversial. Rather the duo pushes readers to step back and look at their marketing in a more holistic manner. Sure social media may be the cat's meow right now, but that does not mean that marketers should drop everything for it. Traditional methods still work.
The book itself takes you through the steps of getting a more rounded marketing structure and outlines some of the work that needs to be done. The tail end of each chapter offers worksheets for the reader to fill out, so it can be a learn while you read tool as well.