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Author: Joel Penney
Publisher: Oxford University Press
ISBN: 0190658088
Category : Political Science
Languages : en
Pages : 265
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Book Description
From hashtag activism to the flood of political memes on social media, the landscape of political communication is being transformed by the grassroots circulation of opinion on digital platforms and beyond. By exploring how everyday people assist in the promotion of political media messages to persuade their peers and shape the public mind, Joel Penney offers a new framework for understanding the phenomenon of viral political communication: the citizen marketer. Like the citizen consumer, the citizen marketer is guided by the logics of marketing practice, but, rather than being passive, actively circulates persuasive media to advance political interests. Such practices include using protest symbols in social media profile pictures, strategically tweeting links to news articles to raise awareness about select issues, sharing politically-charged internet memes and viral videos, and displaying mass-produced T-shirts, buttons, and bumper stickers that promote a favored electoral candidate or cause. Citizens view their participation in such activities not only in terms of how it may shape or influence outcomes, but as a statement of their own identity. As the book argues, these practices signal an important shift in how political participation is conceptualized and performed in advanced capitalist democratic societies, as they casually inject political ideas into the everyday spaces and places of popular culture. While marketing is considered a dirty word in certain critical circles -- particularly among segments of the left that have identified neoliberal market logics and consumer capitalist structures as a major focus of political struggle -- some of these very critics have determined that the most effective way to push back against the forces of neoliberal capitalism is to co-opt its own marketing and advertising techniques to spread counter-hegemonic ideas to the public. Accordingly, this book argues that the citizen marketer approach to political action is much broader than any one ideological constituency or bloc. Rather, it is a means of promoting a wide range of political ideas, including those that are broadly critical of elite uses of marketing in consumer capitalist societies. The book includes an extensive historical treatment of citizen-level political promotion in modern democratic societies, connecting contemporary digital practices to both the 19th century tradition of mass political spectacle as well as more informal, culturally-situated forms of political expression that emerge from postwar countercultures. By investigating the logics and motivations behind the citizen marketer approach, as well as how it has developed in response to key social, cultural, and technological changes, Penney charts the evolution of activism in an age of mediatized politics, promotional culture, and viral circulation.
Author: Joel Penney
Publisher: Oxford University Press
ISBN: 0190658088
Category : Political Science
Languages : en
Pages : 265
Get Book Here
Book Description
From hashtag activism to the flood of political memes on social media, the landscape of political communication is being transformed by the grassroots circulation of opinion on digital platforms and beyond. By exploring how everyday people assist in the promotion of political media messages to persuade their peers and shape the public mind, Joel Penney offers a new framework for understanding the phenomenon of viral political communication: the citizen marketer. Like the citizen consumer, the citizen marketer is guided by the logics of marketing practice, but, rather than being passive, actively circulates persuasive media to advance political interests. Such practices include using protest symbols in social media profile pictures, strategically tweeting links to news articles to raise awareness about select issues, sharing politically-charged internet memes and viral videos, and displaying mass-produced T-shirts, buttons, and bumper stickers that promote a favored electoral candidate or cause. Citizens view their participation in such activities not only in terms of how it may shape or influence outcomes, but as a statement of their own identity. As the book argues, these practices signal an important shift in how political participation is conceptualized and performed in advanced capitalist democratic societies, as they casually inject political ideas into the everyday spaces and places of popular culture. While marketing is considered a dirty word in certain critical circles -- particularly among segments of the left that have identified neoliberal market logics and consumer capitalist structures as a major focus of political struggle -- some of these very critics have determined that the most effective way to push back against the forces of neoliberal capitalism is to co-opt its own marketing and advertising techniques to spread counter-hegemonic ideas to the public. Accordingly, this book argues that the citizen marketer approach to political action is much broader than any one ideological constituency or bloc. Rather, it is a means of promoting a wide range of political ideas, including those that are broadly critical of elite uses of marketing in consumer capitalist societies. The book includes an extensive historical treatment of citizen-level political promotion in modern democratic societies, connecting contemporary digital practices to both the 19th century tradition of mass political spectacle as well as more informal, culturally-situated forms of political expression that emerge from postwar countercultures. By investigating the logics and motivations behind the citizen marketer approach, as well as how it has developed in response to key social, cultural, and technological changes, Penney charts the evolution of activism in an age of mediatized politics, promotional culture, and viral circulation.
Author: Ben Mcconnell
Publisher: Kaplan Publishing
ISBN:
Category : Business & Economics
Languages : en
Pages : 248
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Book Description
""A solid... insightful explanation of how the Internet has armed the consumer—which is to say, everyone—against the mindless blather of corporate messaging attempts. Drop everything and read this book.""—The Wall Street Journal The woman next to you in the coffee shop, typing madly on her laptop, just might be determining the ending to next year's block-buster film or how quickly the hottest new PDAT hits store shelves. In homes, dorm rooms, waiting rooms, planes and trains around the world, millions of people are exercising enormous influence on what we buy, even though they have no official connection to those products and services. Who are they? What motivates them? Marketing experts Ben McConnell and Jackie Huba explore the ramifications of social media in Citizen Marketers. As everyday people increasingly create content on behalf of companies, brands or products, they are collaborating with others just like themselves and forming ever-growing communities of enhusiasts and evangelists. From the rough to the sophisticated, the ""user-generated media"" of blogs, online bulletin boards, podcasts, photos, songs, and animations are influencing companies' customer relationships, product design, and marketing campaigns, whether they participate willingly or not. Citizen Marketers is the first book to document this phenomenon, examining some of the early winners and losers in this new genre, as well as some of its most noted constituents. With their exceptional knowledge of brands, products, companies and industries, the citizen marketers are democratizing traditional notions of communication and marketing, even entire business models. Features: Research on social media Case studies of people and organizations fueling the growth of citizen marketing Clarifies the context and importance of technological and societal shifts that are changing the nature of customer expectations and relationships
Author: Erwin Aguayo Jr.
Publisher: AuthorHouse
ISBN: 1463466692
Category : Language Arts & Disciplines
Languages : en
Pages : 276
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Book Description
Erwin Aguayo Jr. coined the word perceptionicity to help executives, human resources professionals, and managers uncover organizational perception gaps. In this guidebook to achieving business objectives, he reminds everyone that what usually prevents companies and their stakeholders from achieving goals is the way they think. Learn how to: align the perceptions of all the people in your organization with your vision; create an atmosphere where people understand how their jobs link to larger goals; recognize and overcome obstacles that stand in the way to success. Get solutions to problems you thought were unbeatable with the lessons in Perceptionicity. Perceptionicity is a cogent reminder that an organizations soul is the ultimate predictor of its success. How every stakeholder understands and embraces the companys vision is more important than the color of the stationery, or the make of the cars it leases, or the glass and steel structure in which it is housed, or the trendy titles an organization assigns to its executives, or whether every t is crossed or every i is dotted Perceptionicity is for every person who wants to give up pretense for substance. Antone Aboud, Ph.D., management consultant
Author: Jackie Huba
Publisher: Lewis Lane Press
ISBN: 9780988195417
Category :
Languages : en
Pages : 236
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Book Description
The woman next to you in the coffee shop, typing madly on her laptop, just might be determining the ending to next year's block-buster film or how quickly the hottest new PDA hits store shelves. In homes, dorm rooms, waiting rooms, planes and trains around the world, millions of people are exercising enormous influence on what we buy, even though they have no official connection to those products and services. Who are they? What motivates them? Marketing experts Jackie Huba and Ben McConnell explore the ramifications of social media in Citizen Marketers. As everyday people increasingly create content on behalf of companies, brands or products, they are collaborating with others just like themselves and forming ever-growing communities of enthusiasts and evangelists. From the rough to the sophisticated, the "user-generated media" of blogs, online bulletin boards, podcasts, photos, songs, and animations are influencing companies' customer relationships, product design, and marketing campaigns, whether they participate willingly or not.
Author: Jamie Notter
Publisher: Que Publishing
ISBN: 0789741121
Category : Business & Economics
Languages : en
Pages : 280
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Book Description
"Knowing the tools of social media is a must for successful marketing these days, but the real promise of social media is the way it can teach us a whole new way of doing business. Humanize takes the principles underlying social media's growth and applies them to the way we lead and manage our organizations"--Back cover.
Author: Harish Bhat
Publisher: Random House India
ISBN: 9385990888
Category : Literary Collections
Languages : en
Pages : 299
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Book Description
‘Out of curiosity comes everything’ – Steve Jobs From Apple to Tata Tea, many leading brands have their roots in curiosity. The desire to know more often leads to new ideas and new perspectives; for a marketer, curiosity shapes the way one looks at products and their branding in innovative ways. In his new book, Harish Bhat brings his expertise on branding, communication and consumer insights to bear on a rapidly developing consumer-facing arena, exploring more than fifty products, places, people, books and publicity campaigns that excite him as a marketer. From brand marketing using aliens and flying saucers to going big with a delicious local product (banana chips or coconut water), from the interesting concept behind multicoloured socks to the metamorphosis of the Diwali shopper, Bhat touches on fascinating areas that marketers are targeting today. Immensely topical, this is a pleasurable read that will be of great interest to general readers, as well as students and professionals who work in the exciting area of marketing.
Author: Lyn Christian
Publisher: HBG
ISBN: 1596594217
Category : Business & Economics
Languages : en
Pages : 161
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Book Description
Are you an entrepreneur? Then this book may be the next critical step towards the success you want and deserve. While that statement may seem presumptuous, it should resonate with the entrepreneur in you. Even if this book isn't the missing ingredient, the innovative business owner and manager in you may still come to treasure it and continually refer back to it. The authors wrote this book for those free thinkers who constantly look for the edge that creates the success.
Author: Greg Alexander
Publisher: Penguin
ISBN: 1101216476
Category : Business & Economics
Languages : en
Pages : 324
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Book Description
The essential tool kit to achieve breakthrough sales performance improvements. Numbers don’t lie: 40 percent of all salespeople miss their targets each year. How can sales managers ensure their teams are doing everything possible? The key lies in benchmarking, which is not new for finance or manufacturing but rarely gets applied to sales. Making the Number will teach executives to embrace data-driven decision making and rely less on gut instinct. Comparing a sales force to those of relevant peers leads to many opportunities to improve performance. The authors take readers through their five-step methodology for sales benchmarking, showing how to select metrics; gather, compute, and compare internal and external data; and then actually use the data. Making the Number includes case studies of sales benchmarking in action. For example, find out how Discover Financial Services plays David to the Goliaths of MasterCard and Visa. Whether you’re a sales rep, a manager, or a CEO, this book will show you a better way to make your number.
Author: Thomas H. Davenport
Publisher: John Wiley & Sons
ISBN: 1394245912
Category : Business & Economics
Languages : en
Pages : 233
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Book Description
Supercharge your organization's capacity for innovation The greatest untapped asset in an enterprise today is the ingenuity of its people. Dive into a future of work where technology empowers everyone to be a creator and builder with All Hands on Tech: The Citizen Revolution in Business Technology. This pivotal book offers a comprehensive look into the role of citizen developers—business domain experts who are driving IT-enabled innovation using technology previously reserved for professional technologists. Through case studies of citizens and citizen-enabled enterprises, the authors demonstrate how emerging technology bestows unprecedented power on these individuals and unprecedented value on the organizations that channel their efforts. They outline a transformative approach to citizen development that not only enhances companies' innovative capacity via the empowerment of domain experts, but also minimizes risk and liberates IT departments to pursue more strategic initiatives. All Hands on Tech describes a revolution in work—powered by technology becoming more human and humans becoming more comfortable with technology. This convergence provides a clear pathway for enterprises to leverage the on-the-ground experience and insight of all employees. The authors provide diverse examples of companies that have aligned the work of their citizen developers with wider organizational goals across citizen data science, automation, and development projects. These examples demonstrate why and how to commit to the citizen revolution in your organization. In the book, you'll: Discover the untapped potential of citizen developers to revolutionize business operations with technology democratization Find a practical framework for integrating citizen development into a broader corporate digital and data strategy, while controlling risk Explore a forward-thinking approach to redefining the roles of all hands in an enterprise, empowering them to turn ideas into applications, automations, and analytical/AI models For business leaders, executives, managers, and IT professionals looking to harness the full potential of their front-line employees and redefine the landscape of IT work, All Hands on Tech is a must-have resource. For business domain specialists and those eager to turn ideas into action, the citizen revolution democratizes information technology and empowers you to lead your organization towards a more innovative and efficient future. For subject matter experts, domain specialists, and those eager to put their ideas to work while also future-proofing their careers with invaluable skills, the citizen revolution ushers in an entirely new way of working.
Author: Joseph Jaffe
Publisher: John Wiley & Sons
ISBN: 0470187867
Category : Business & Economics
Languages : en
Pages : 320
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Book Description
With the continued fragmentation of the media and proliferation of media options, the balance of power has shifted from the marketer to the individual. In Join the Conversation, Jaffe discusses the changing role of the consumer and how marketers must adapt by joining the rich, deep and meaningful conversation already in progress. This book reveals what marketers must do to become a welcome and invited part of the dialogue, and how to leverage and integrate the resulting partnership in ways that provide win-win situations for businesses, brands and lives.
