Reset: 25 Marketing Principles for the New Economy

The recent economic recession, increasing global competition and the rise of a millennial consumer with little brand loyalty, is forcing executives to rethink their marketing strategies. That is, they must reset their budgets, their tools and their approach to customer acquisition and brand building.

This book has relied on interviews, case studies and research to compile 25 marketing principles every marketer should master. These principles will address the following questions: How are merging digital and information technologies are changing consumer behavior and marketing? What emerging media channels are shaping marketing? How can companies make the most of these channels? How can consumer data be collected and integrated to best predict consumer behavior? What marketing strategies ensure the most valuable customers are acquired?