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Marketing in the Round: Multichannel Approaches in the Post-Social Media Era

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3.90  ·  Rating Details  ·  67 Ratings  ·  14 Reviews
Drive more value from all your marketing and communications channels--together Demolish your silos and sync all your messaging, strategies, and tactics (really ). Optimize every medium and platform, from iPad and Facebook to TV and direct. This book is a must-read for every senior marketing, communications, and PR decision-maker.
It's not about social media. Or new (or old
...more
Hardcover, 300 pages
Published May 3rd 2012 by Que (first published April 1st 2012)
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John Cass
May 11, 2012 John Cass rated it really liked it
I like this book for two reasons:

1) the book gives marketers and business people a road map for handling the new realities of media today; with tablets, mobile, social and the web we have more channels and more strategies to worry about, Marketing in the Round is a concept that helps you to succeed across those channels and strategies by thinking about integrated marketing.

2) the book provides helpful questions, tips, audit questions, to develop a marketing plan.

If you are looking for a general
...more
A.M.
May 20, 2012 A.M. rated it it was amazing
Marketing in the Round is a must-read for professionals across industries and markets - including B2C, B2B and B2G. My only regret is that it wasn't around a few years ago, when I was working through some particularly challenging sales and branding issues with a growing technology firm.

What I love about Marketing in the Round is that it takes a very holistic approach to marketing - recognizing that the marketing function cannot be properly executed in a vacuum from either the related disciplines
...more
Laura
Jul 13, 2012 Laura marked it as to-read
On my to read list... based on a recommendation from Drew's Marketing Minute blog:
Marketing in the Round (is your marketing a 360 effort?)
by Drew McLellan, JULY 13TH, 2012

You know those people who modify who they are, based on who’s around or where they are? They behave one way at work, one way on Friday nights and another way on Sunday mornings. I think it’s difficult to trust people who don’t live one, integrated life.

We react the same way to brands and companies. Part of what creates a sense
...more
Javier
Aug 20, 2012 Javier rated it it was amazing
A straight forward, well-written marketing manual on how to integrate your departments in a flowing and structured manner that will have everyone in your company working towards the same goal. Both Gini & Geoff are great story-tellers, highlighting different case studies to emphasize each tactic and strategy throughout the book. If your company is struggling with getting everyone on board to market as one whole and participatory unit, this is a must read for you.
Chris Giovagnoni
Aug 19, 2012 Chris Giovagnoni rated it it was amazing
Excellent reference and instruction guide for bringing collaborative marketing campaigns that can leverage the power and effectiveness of converged media (e.g., paid, owned and earned) to an organization
Eric Brown
Jan 11, 2015 Eric Brown rated it really liked it
Good book. Easy to read quickly. Nice tools and how-to's for anyone wanting an integrated marketing approach.
Sdiamond
Sep 09, 2012 Sdiamond rated it it was amazing
Great read. Had worksheets and a very detailed look at marketing.
Jayme
Jul 23, 2012 Jayme rated it liked it
Woah. Gini Dietrich had a hand writing this, too! And, I know both authors, so I hope Goodreads fixes that faux pas.

That said, this provides a realistic view of organizational models and why silos should no longer be. Social media has altered the course of structure, and those working independently without integration will fail.
Matt
Sep 28, 2012 Matt rated it it was ok
Shelves: biz-reads
Super generic, but a good survey course for a very new marketing person, that covers all the bases at a very superficial level. Don't expect to come away with new strategies, but you'll probably pick up at least one new tactic.
Chad
Mar 10, 2013 Chad rated it really liked it
The reality today is that marketers and PR pros have to work together to create a seamless experience for the customer. That means that people from many different communications disciplines need to work together in harmony. In order to achieve that, it helps if people know something about what the other people in the group do, and the pros and cons of each approach. This book helps provide that information in a format that not only makes this a good book to read from cover to cover, it will also ...more
Vassilena Valchanova
I can see how the book can be useful for students and novice marketers, but for me the mid section with a list of different marketing tactics, their positive and negative sides, was really tiring to read. Gini is a great blogger, but if you're a seasoned marketer, you'd be better off reading her blog regularly, instead of the book.
Sethmsparks Sparks
Jan 28, 2013 Sethmsparks Sparks rated it really liked it
Just finished. Great comprehensive return to integrated marketing theory with today's mediums. It end a little abruptly, but is great re-exposure to the challenges (and corresponding solutions) facing marketing and business in general today.
Nate Riggs
Feb 22, 2013 Nate Riggs rated it liked it
Shelves: books-for-class
Good book on the basics of marketing integration. Used this as a text book in my MKT4900 Online Marketing Strategies class at Ohio University in Spring 2013. Well received by the students.
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