Conversations on Managing Media (eBook, ePUB)
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At TrinityP3 we are inspired by the power of marketing to change cultures, change behaviours, change perceptions - to change the world. But too often, the potential of marketing goes unrealised due to confused objectives, a shortage of resources, and a thousand other obstacles. The previous book was a collection of conversations on how to manage the marketing process to achieve the full potential that marketing delivers. The idea was to have the kinds of conversations that we rarely get the time to have, about the possibilities offered by marketing, and the many challenges facing marketing. Th...
At TrinityP3 we are inspired by the power of marketing to change cultures, change behaviours, change perceptions - to change the world. But too often, the potential of marketing goes unrealised due to confused objectives, a shortage of resources, and a thousand other obstacles. The previous book was a collection of conversations on how to manage the marketing process to achieve the full potential that marketing delivers. The idea was to have the kinds of conversations that we rarely get the time to have, about the possibilities offered by marketing, and the many challenges facing marketing. This edition are conversations on the challenges facing, what is often the largest single marketing investment, managing media planning and buying. The popularity of the Conversation books, and the Managing Marketing podcast, is testament to the quality of the conversations we are having. Rather than a session being treated as an interview, based on a series of questions, the discussion starts and then flows around topic of interest to the guest. These conversations celebrate those marketers and advertising professionals who contribute to making marketing and media great. Conversations on Managing Media: - Chloe Hooper on the good, the bad and the ugly of media agency pitches - Brian Wieser on marketing, media investors and the economy, stupid - David Angell on the role and challenges facing media agencies - Simon Canning on the dramatic changes in the advertising industry - Dominic Powers on increasing transparency in programmatic media - Nicole Sheffield on the murky digital media supply chain - Mat Baxter on the expanding role of media agencies in marketing - Chris Stephenson on innovation and effectiveness in marketing - Doug Pearce on the changing world of media in China - Simon Larcey on how programmatic can be used for good - Jane Ratcliffe on the value of measuring media expenditure - Augustine Fou on the growing problem of ad fraud
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