{"product_id":"audience-9781118732731","title":"Audience","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eProprietary audience development is now a core marketing responsibility.     Every company needs audiences to survive.   They are where you find new customers and develop more profitable relationships.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eForeword \u003ci\u003eScott Dorsey\u003c\/i\u003e ix\u003c\/p\u003e \u003cp\u003eIntroduction: Why AUDIENCE? 1\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I: The Audience Imperative 5\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 1 Audiences as Assets: Think Like the Boss 7\u003c\/p\u003e \u003cp\u003eChapter 2 The Audience Imperative: Our Hybrid Source of Business Energy 17\u003c\/p\u003e \u003cp\u003eChapter 3 Your Proprietary Audiences: Seekers, Amplifiers \u0026amp; Joiners 26\u003c\/p\u003e \u003cp\u003eChapter 4 The VIP Joiners: Subscribers, Fans \u0026amp; Followers 41\u003c\/p\u003e \u003cp\u003eChapter 5 Beyond Don Draper: Paid, Owned \u0026amp; Earned Media 56\u003c\/p\u003e \u003cp\u003eChapter 6 Increase What Matters: Size, Engagement \u0026amp; Value 70\u003c\/p\u003e \u003cp\u003eChapter 7 A Larger Font: Our Long-Term Responsibilities 91\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II: The Audience Channels 101\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 8 Website: Marketing’s Magnetic Center 103\u003c\/p\u003e \u003cp\u003eChapter 9 Email: The Bedrock Audience 109\u003c\/p\u003e \u003cp\u003eChapter 10 Facebook: Making it Personal 114\u003c\/p\u003e \u003cp\u003eChapter 11 Twitter: Real-Time Characters 121\u003c\/p\u003e \u003cp\u003eChapter 12 Blogs: A Website by Another Name 127\u003c\/p\u003e \u003cp\u003eChapter 13 Mobile Apps: Audiences on the Go 133\u003c\/p\u003e \u003cp\u003eChapter 14 LinkedIn: The Professional Audience 139\u003c\/p\u003e \u003cp\u003eChapter 15 YouTube: Internet Built the Video Star 144\u003c\/p\u003e \u003cp\u003eChapter 16 Google+: The Great Unknown 149\u003c\/p\u003e \u003cp\u003eChapter 17 Pinterest: A Collection of Beautiful Followers 153\u003c\/p\u003e \u003cp\u003eChapter 18 SMS: Cutting through the Clutter 158\u003c\/p\u003e \u003cp\u003eChapter 19 Instagram: Moving Pictures 163\u003c\/p\u003e \u003cp\u003eChapter 20 Podcasts: Listen Carefully 168\u003c\/p\u003e \u003cp\u003eChapter 21 Other Audience Channels: More? You Want More?!? 172\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III: The Audience Roadmap 177\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 22 Map \u0026amp; Align: Strategy and Team 179\u003c\/p\u003e \u003cp\u003eChapter 23 Build \u0026amp; Engage: Audiences on Demand 200\u003c\/p\u003e \u003cp\u003eChapter 24 Serve, Honor, Deliver, Surprise \u0026amp; Delight: The Red Velvet Touch 228\u003c\/p\u003e \u003cp\u003eChapter 25 Test \u0026amp; Evolve: What Marketers Can Learn from 5,000 Years of Football 238\u003c\/p\u003e \u003cp\u003eConclusion 247\u003c\/p\u003e \u003cp\u003eNotes 249\u003c\/p\u003e \u003cp\u003eAcknowledgments 273\u003c\/p\u003e \u003cp\u003eIndex 275\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":48866376679767,"sku":"9781118732731","price":17.85,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781118732731.jpg?v=1722278359","url":"https:\/\/bookcurl.com\/products\/audience-9781118732731","provider":"Book Curl","version":"1.0","type":"link"}