The On-Demand Brand: Ten Rules for Digital Marketing Success in an Anytime, Everywhere World
Rick Mathieson, . . Amacom, $24.95 (0pp) ISBN 978-0-8144-1572-6
The consumers of yesteryear—a captive audience glued to “mandatory” commercials during a weekday sitcom—are long gone. Today's consumers dodge ads whenever they can, watching streaming video, immersing themselves in online content, and becoming more and more removed from traditional advertising. And today's marketers are desperate to connect with this elusive, increasingly ad-resistant consumer republic. Madison Avenue has had to struggle to keep up, and Mathieson (
Reviewed on: 02/01/2010
Genre: Nonfiction