Evolving from the premise that customers have always behaved more like cats than Pavlov's dogs, this book examines how emerging media have undermined the effectiveness of prevailing mass marketing models. At the same time, emerging media have created an unprecedented opportunity for businesses to redefine how they communicate with customers by leveraging the power of increasingly interconnected media channels.
Read Introduction and Foreword >>
Read Chapter 11: A Web of Interactivity >>
Read Chapter 12: Brands Cross Channels >>
aef.com thanks Nelson Books, and Bryan & Jeffrey Eisenberg, co-founders of Future Now, Inc., for granting us permission to post these excerpts.
Copyright © 2006 Bryan & Jeffrey Eisenberg. All rights reserved.