ArabAd - - BOOKSHELF -

Norm John­ston, Chief Dig­i­tal and Strat­egy Of­fi­cer at Mind­share, the global me­dia agency net­work that is part of WPP, has au­thored a new book giv­ing an insight into the world’s most suc­cess­ful adap­tive com­pa­nies and their strate­gies.

Pub­lished by Pal­grave Macmil­lan, ‘Adap­tive Mar­ket­ing: Lev­er­ag­ing Real-time Data to Be­come a more Com­pet­i­tive and Suc­cess­ful Com­pany’ takes the reader on a jour­ney through the lat­est ex­am­ples of Adap­tive Mar­ket­ing ex­plain­ing strate­gies de­signed to lever­age fast and slow mov­ing data in or­der to give a com­pany a com­pet­i­tive ad­van­tage.

It pro­vides the reader with real-life ex­am­ples on how some of the world’s most suc­cess­ful com­pa­nies and brands are driv­ing fun­da­men­tal changes to the way they ap­proach mar­ket­ing.

John­ston said: “In an age of dis­rup­tive start-ups and di­min­ish­ing com­pet­i­tive bar­ri­ers, it’s more im­por­tant than ever be­fore to understand your cus­tomers and to act on that insight faster than the com­pe­ti­tion. As ‘Adap­tive Mar­ket­ing’ il­lus­trates, rapidly ap­ply­ing even just a sin­gle source of real-time data can lead to hap­pier cus­tomers and bet­ter ROI.”

With a fore­word by Groupm Chief Dig­i­tal Of­fi­cer Rob Nor­man and con­tri­bu­tions from lead­ing mar­keters and aca­demics in­clud­ing Jeff Cole from the Cen­ter for the Dig­i­tal Fu­ture, Brian Wong, Founder and CEO of Kiip and Keith Weed, Chief Mar­ket­ing and Com­mu­ni­ca­tions Of­fi­cer at Unilever, the book is a must have for any pro­gres­sive mar­keter.

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