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MBAs Discuss THE ON-DEMAND BRAND - Join The Conversation

Mbas examine the on-demand brand Apparently MBA students at the University of Colorado are studying THE ON-DEMAND BRAND this fall, and are posting an ongoing discussion of the book online.

It's been exciting to read student reaction as they make their way through each chapter and discuss each of the book's 10 Rules of Digital Marketing Success in an Anytime, Everywhere World.

As the professor puts it: "Each year I select one popular press book that I think somehow grasps the true intersection of marketing and e-commerce. In previous years we have read Paul Gillen's "The New Influencers," and John Battelle's "Search." This year, the honor goes to Mathieson."

We'll follow the discussion here as well, starting with:

RULE #1: Insight Comes Before Inspiration

As one student comments:

"For me Rule #1 is all about setting the foundation for a successful e-marketing/social media campaign. Social media like any other form of marketing needs not only to align tactics with business objectives and core competencies but also understand the customer. This chapter reminds us that to increase our likelihood of success we must understand our target audience and align our digital media offering to target specific needs. Mathieson says it well when he stated: “Know thy customer-and thy channels … If you don’t know who your customers are, what they like, and how they use-and want to use- digital media, you’re just shooting in the dark. But armed with customer insights, the sky’s the limit.” The Dove campaign is a perfect example."

Read more about the classes' take - and join in yourself - here.



OD_cover "... EXCELLENT ..."

“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

Publisher's Weekly




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