Inspired blogs

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The Long Tail: Why the Future of Busines is Selling Less or More
Chris Anderson

“The Long Tail” is a powerful new force in our economy: the rise of the niche. As the cost of reaching consumers drops dramatically, our markets are shifting from a one-size-fits-all model of mass appeal to one of unlimited variety for unique tastes. Unlimited selection is revealing truths about what consumers want and how they want to get it, from DVDs at Netflix to songs on iTunes to advertising on Google. However, it is an example of an entirely new economic model for business. The Long Tail is really about the economics of abundance. New efficiencies in distribution, manufacturing, and marketing are essentially resetting the definition of whats commercially viable across the board. If the 20th century was about hits, the 21st will be equally about niches. For more information visit amazon.com.

Always On: Advertising, Marketing, and Media in Era of Consumer Control – The Future of Advertising and Marketing
Christopher Vollmer, Geoffrey Precourt

Always On asserts that we are at the beginning of a consumer-centric digital age where traditional ways of marketing products and services are no longer viable. The book explores the potential of the digital era and its implications for executives and marketing and ad professionals. With discussions of the best innovations and strategies in the marketing world, Always On introduces readers to the companies that are reshaping how customers will be reached in the future. Their recommended approaches incorporate new perspectives and include advice about matching messages to the right media, learning the strategies of consumer-centric pioneers, and capturing emerging opportunities in a world of constant change. For more information visit www.businessfuture.com.

DigiMarketing
Kent Wertime, Ian Fenwick

DigiMarketing: The Essential Guide to New Media & Digital Marketing” written by Kent Wartime, Presidentof Ogilvy & Mather Japan, and marketing authority Dr. Ian Fenwick. This guide explains how to adapt to the ever-changing digital market place and communicate more effectively. It discusses the possibilities of digital marketing and its ability to retain a contious dialogue with consumers. In additon, the book presents new insights into the advertsing industry and outlines how to survive in an era where communication is dramatically changing. It is a valuable addition to any marketer’s collection. For more information, visit www.digimarketingnow.com.

B2B Marketing
Steve Minett

Combining insight and practical advice, the book explores: – the basics of B2B marketing – fundamental differences between B2B and consumer marketing in terms of product development and purchasing behavior – how these differences affect branding and communications in B2B marketing – strategy models and actual practice. The book contains 9 ‘maxi-cases’, specifically written for the book, about how some B2B companies have actually been practising. These cases described the practise of major global companies, including ITT Industries, Ericsson, Sandvik Steel and Alfa Laval, but also smaller companies in Sweden, America and the UK. For more information visit www.amazon.co.uk.

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