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- ISBN: 9780789749178 | 0789749173
- Cover: Hardcover
- Copyright: 4/23/2012
For years, organizations have been bedeviled with organizational silos that prevent them from conversing with customers in a coherent voice, delivering the right messages to each customer, and building real synergies across all their marketing and communications programs. In this book, Geoff Livingston and Gini Dietrich show how to finally break down those silos, bridging traditional and newer disciplines to drive far more value from all of them. Marketing in the Round Marketing in the Roundshows how to create a marketing hub with integrated spokes including PR, advertising, direct marketing, web, social media, search, and content. Through this flexible marketing hub, every business function can speak cohesively with each customer through the tools and platforms that deliver the best results with the least expense. Livingston and Dietrich provide hands-on strategic planning, illustrating key points with case studies from three diverse organizations, and offering exercises and actions for applying their principles in their own organizations. They show how to perform a baseline analysis of each available medium, from iPad apps to radio; make better decisions about resource allocation; change culture to overcome siloed behavi∨ using measurement to overcome obstacles; and get more value from every marketing investment.