The Nature of Marketing describes the power of social and consumer networking, and demonstrates the tangible benefits of building brand experiences that leverage this phenomena. In order to build sustainable desire and create demand, brands must be able to exert influence among these new kinds of community.

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Reviews

'Marketing has always been about listening to the customer. Chuck Brymer shows the importance social networks play in customers listening to each other as well' Don Knauss, Chairman& CEO, The Clorox Company

'The rise of social networks is creating new opportunities for marketers. Chuck Brymer brings fresh perspective to navigate this area most effectively' Andrea Ragnetti, CEO, Philips Consumer Lifestyle

'We are in a new world with new rules for marketing. Chuck Brymer understands this and his book demonstrates how to use social marketing as a competitive advantage for success' Mary Dillon, Global Chief Marketing Officer, McDonald's Corporation

'Social media is radically changing the way brands are developed and nurtured. There are big opportunities and big risks in this space. Chuck provides important navigation on the journey' Brian Perkins, Corporate Vice President, Johnson& Johnson

'The Nature of Marketing is brilliant! Chuck Brymer's swarm theory will influence marketing strategy for generations by challenging marketers to recognize homogenous social communities and the individual needs within those communities' Bob Liodice, President& CEO, Association of National Advertisers (ANA)

'In The Nature of Marketing, Chuck Brymer captures the changing nature of the digital era consumer, and how social and behavioural traits have evolved in response to the growing resources of the information age.' - George Nguyen, Admap

About the author

CHUCK BRYMER is President and CEO of DDB Worldwide, one of the largest and most awarded advertising and marketing agencies in the world. Formerly the head of Interbrand Group, Brymer is one of the foremost experts on brands and marketing and has worked for many of the world's most well-known and successful companies.

DDB operates offices in nearly 100 countries and is recognized for creating some of the world's most celebrated campaigns.

Bibliographic Information

Book Title: The Nature of Marketing
Book Subtitle: Marketing to the Swarm as well as the Herd
Authors: Chuck Brymer
DOI: https://doi.org/10.1057/9780230227231
Publisher: Palgrave Macmillan London
eBook Packages: Palgrave Business & Management Collection, Business and Management (R0)
Copyright Information: Palgrave Macmillan, a division of Macmillan Publishers Limited 2009
Hardcover ISBN: 978-0-230-20336-5Published: 14 November 2008
Softcover ISBN: 978-1-349-30118-8Published: 14 November 2008
eBook ISBN: 978-0-230-22723-1Published: 14 November 2008
Edition Number: 1
Number of Pages: XIII, 205
Topics: Marketing, Business Strategy/Leadership

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Table of contents (10 chapters)

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