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Original Essays | November 9, 2009

Jesse Bullington: IMG Abash'd the Devil Stood

0 comments By Jesse Bullington

I don't believe in evil. It's a word I use, certainly, because words are shortcuts and we all take the short way round from time to time, but that's... Continue »
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    The Sad Tale of the Brothers Grossbart

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The Certainty Principle: How to Guarantee Brand Profits in the Consumer Engagement Marketplace

by Ph. D. Robert Passikoff

The Certainty Principle: How to Guarantee Brand Profits in the Consumer Engagement Marketplace Cover

ISBN13: 9781438935423
ISBN10: 1438935420
Condition: Standard
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Average customer rating based on 1 comment:
hellboialex, January 4, 2009 (view all comments by hellboialex)
This is an amazingly comprehensive book about consumer engagement, which seems to have become the 21st century marketer's brass ring. Going beyond "awareness" and "liking" and "time-spent," this book clearly identifies the difference between attaining brand engagement and the methods that are available to do just that -- Platforms like TV and online, Contexts like programs and websites, Messaging, and Experience. Most previous work in this are is very, very vague or cannot be easily applied. Amy Shea and Robert Passikoff have created a practical guide for measuring brand and campaign performance. Every chapter is back up with real-world, in-market validity tests, which is something that most of the pundits cannot provide.

It is well written and easy to read and every chapter has a old blog excerpt that the authors wrote at an earlier time with a current follow-up showing just how predictive real engagement metrics can be. This is a book that should be on every marketer's book shelf.
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Product Details

ISBN:
9781438935423
Subtitle:
How to Guarantee Brand Profits in the Consumer Engagement Marketplace
Author:
Passikoff, Ph. D. Robert
Author:
Shea, Amy
Publisher:
Authorhouse
Subject:
General
Publication Date:
December 2008
Binding:
Paperback
Language:
English
Pages:
216
Dimensions:
5.98x9.01x.49 in. .71 lbs.
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