 The New Language of Marketing 2.0
How to Use ANGELS to Energize Your Market
By Sandy Carter
ISBN: 0137142491
Available Now
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Use ANGELS and Web 2.0 Marketing to Drive Powerful, Quantifiable Results
Today, marketers have an array of radically new Web 2.0-based techniques at their disposal. Now, leading IBM marketing innovator Sandy Carter introduces ANGELS, a start-to-finish framework for choosing the right Web 2.0 marketing tools - and using them to maximize revenue and profitability.
Carter demonstrates winning Web 2.0 marketing at work through 54 brand-new case studies: organizations ranging from Staples to Harley Davidson, Coca-Cola to Mentos, Nortel to IBM itself.
"Marketing has entered a new era of rapid advance. Those unwilling to experiment with new combinations of traditional and internet marketing will be left behind." - Chris Trimble, Adjunct Associate Professor of Business Administration, Tuck School of Business at Dartmouth and Coauthor, Ten Rules for Strategic Innovators: From Idea to Execution.
Includes information, case studies, and working examples for next generation marketing strategies such as:
- Social networks with virtual environments, including Second Life
- Online communities including Facebook
- Viral Marketing and eNurturing
- Serious Gaming
- Widgets
- Wikis
- Blogging, including Twitter
- RSS
- Podcasting
- Videocasting
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Or buy direct from ibmpressbooks.com. Save 35% using coupon code IBM2491 at check out.
"Most US marketers mistakenly think "going global" is just a matter of translating your promotional materials into different languages and widening your media buys. Packed with real life examples, this new book amply demonstrates that successful global marketing is actually all about local marketing. Learn how to give a local spin within each regional marketplace for global success." Anne Holland, Founder, MarketingSherpa Inc.
‘’If you are trying to grow revenue at your company, ‘Marketing 2.0’ will be invaluable. The book provides methods and successful practices to develop new leads as well as increase opportunities to excel with existing customers.’’ Lauren Flaherty, CMO, Nortel
"IBM 's marketing of SOA is a best practice. IBM's ability to focus on how customers can get started and providing education and guidance is tremendous. There is a lot to learn from the IBM team in B2B marketing." Judith Hurwitz, President & CEO, Hurwitz & Associates and Co-Author, Service Orientated Architecture For Dummies
"Marketing has entered a new era of rapid advance. Those unwilling to experiment with new combinations of traditional and internet marketing will be left behind." Chris Trimble, Adjunct Associate Professor of Business Administration, Tuck School of Business at Dartmouth and Co-Author, Ten Rules for Strategic Innovators - From Idea to Execution |
“Innovation and technology drive today's competitive advantage. Using both in marketing techniques can help you turn your marketing from a whisper to a scream. Sandy's book through the case study method shows you how!." Lynda M. Applegate, Henry R. Byers Professor of Business Administration at Harvard Business School
"Many books tell marketers what to do, but this one shows them. With the changes now sweeping marketing, global marketers should not ignore the real-life examples and rich case studies in this resource." Mike Moran, Co-author of Search Engine Marketing, Inc. and author of Do It Wrong Quickly: How the Web Changes the Old Marketing Rules
"Marketing is so strategic for business today. B2B marketers learning from B2C marketers and vice versa is a critical best practice. With over 25 case studies, this book embodies the mandate to explore, learn, and grow from best practices around the world! This is a must read for marketers and business owners alike." Karen Vogel, Founder and President, The Women's Congress
"Today's business environment is completely different - interaction, communication, and information exchange have expanded to include virtual worlds, wikis, blogging, gaming, and online communities. Marketing 2.0 will provide insight into how to adapt your marketing strategies to engage your customers where they really are, and where they are going to be tomorrow." Carolyn Leighton, Founder/Chairwoman, WITI (Women in Technology International) |
‘’It’s no secret that business has been changing dramatically over the last decade. In order to succeed in this rapidly changing environment, businesses must adapt their marketing strategies accordingly. Marketing 2.0 provides practical, proven and prescient tools to do exactly that.’’ Dr. Steve Moxey, (Research Fellow, High-Tech Marketing), Manchester Business School
"I loved the customer examples. They gave me a number of ideas of how a company might expand its marketing portfolio by better leveraging the new social media world." Ron Williams, Professor, Kenan-Flagler Business School, University of North Carolina at Chapel Hill
“This is a great collection of cutting edge marketing and insightful case studies. "Screaming Angels" offers the latest thinking in the field of marketing, showing you how to take advantage of the new world of Web 2.0 thinking." Nigel Dessau, Chief Marketing Officer, AMD
“If you are trying to shift the focus of your business to better serve and retain your customers, part of that must be the new Web 2.0 marketing strategies and learn how to be part of the conversation. ‘Marketing 2.0’ will help you find a way to combine your vision for the future with creative approaches.” Mike Lackey, President, AIT Global and Special Advisor to the Executive Director for the United Nations Global Alliance for ICT and Development |
 The New Language of Business: SOA & Web 2.0
By Sandy Carter
ISBN: 013195654X
Available Now
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•Based on the collective feedback from industry leaders at organizations of all sizes, in over 50 countries
•Learn why SOA was unanimously the best way to address today's challenges
•Leverage the roadmap and proven best practices learned in the field by the IBM SOA community
•Discover what flex-pons-ive* is and why it is becoming table stakes in today's market
It has always been very difficult to build profitable growth and far more difficult to sustain it. But in today's environment, it is required and innovatively gaining business flexibility to grow your business is the focus of The New Language of Business: SOA and Web 2.0 authored by Sandy Carter, Vice President of IBM's SOA and WebSphere strategy.
Becoming flex-pons-ive* will become a key success factor. Flex-pons-ive* is the description of a company that responds with lightning speed and agility to rapidly changing business needs leveraging the new language of business.
A flex-pons-ive* business is about business effectiveness enabled by thoughtful, well-designed investments in IT focused on business models and processes. Companies that go down that path show, on average, significantly better business results than their peers.
"It's easy to pay lip service to the concept of business/IT alignment, but in The New Language of Business, Sandy Carter walks the walk. Few treatments of SOA ground this admittedly difficult topic in the world of business as thoroughly as Sandy has here. I'd recommend this book to any business reader who wants to leverage IT to make their business more agile and innovative, and to any technical reader who wishes to understand how to place SOA in the business context where it belongs.” Jason Bloomberg, Senior Analyst and Principal, ZapThink LLC
"Few people have thought as long or as hard about SOA as Sandy Carter. This book embodies her invaluable work and the work of many at IBM to research, define, deploy and make SOA happen. Useful not just from a SOA perspective, but also as a concise articulation of the contemporary concepts fundamental to understanding where business and IT are heading.” Carol Baroudi, Co-author Service Oriented Architecture For Dummies, Senior Analyst, Aberdeen Group.
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Read Responses to "The New Language Of Business"
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Service Oriented Architecture (SOA) - Analyses and Commentaries
First Chapter by Sandy Carter
ISBN-13: 978-0954151867
Service Oriented Architecture (SOA) Analyses and Commentaries is a collection of 9 Analyses/Commentaries from several software and infrastructure specialists. Each takes a different view of SOA and how it may be used and applied. This volume is intended for those who want to expand their thinking on SOA or wish to obtain a broad feeling about what can be done with SOA, why and how.
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THE NEW LANGUAGE OF MARKETING 2.0 CHOSEN AS BOOK OF THE WEEK!!
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What has been said about
The New Language of Marketing 2.0
‘’Marketing 2.0 makes sense of new media vessels such as virtual worlds, blogging, wikis, social networking communities and gaming and clearly describes how these new vessels can work for us." Jennifer McClure, Executive Director, Society for New Communications Research
“This books "shows" not just tells how to achieve success in the new Marketing 2.0 world. Sandy has done the breakthrough work with her team and is sharing best practices. Not only does it guide the reader to the next level of business development, it provides case studies that make the future of marketing begin to come into focus." Rod Baptie, Managing Director, Baptie & Co Ltd, Managing the Global Marketing Focus Community
“’Marketing 2.0 has captured the essence of the next generation of marketing. The use of experience and personalization in technology to provide a competitive edge to marketing is groundbreaking. The book provides a myriad of case studies and examples to illustrate application of the best practices they advocate.” Irving Wladawsky-Berger, Visiting Professor, Engineering Systems Division, MIT and Adjunct Professor, Tanaka Business School, Imperial College
“The future of marketing is ‘Marketing 2.0’. IBM charts the course for setting the right strategies, finding the best leads, and securing business for years to come." Ray Hammond, Author of The World in 2030
"Marketing is a competitive advantage for companies that stay attuned to the market. The landscape has changed and new techniques leveraging Web 2.0 have changed the dialogue in the marketplace. Those who learn these global and dynamic dialogues fastest will drive growth. Marketing 2.0 teaches you how with over 25 case studies.’’ Don Tapscott, Co-author Wikinomics: How Mass Collaboration Changes Everything
What has been said about
The New Language of Business
"This book clearly shows how today's industry pressures and business challenges mandate renewal of the contract between organizations and their IT assets and people - and it illustrates how a service-oriented approach to IT can help organizations go through the necessary transformation. The role of governance in bringing IT and business closer together is particularly well explained, and the book is worth reading for that alone.” Neil Ward-Dutton, Research Director, Macehiter Ward-Dutton
“A very valuable read. In today’s globally connected marketplace profitable growth requires business flexibility and continuous innovation, both of which are increasingly proving to be impossible without business modularity and the new table-stakes technology SOA.” Ron Williams, Professor, Kenan-Flagler Business School, University of North Carolina at Chapel Hill
“Sandy has provided a pragmatic and holistic perspective on Service Oriented Architectures. She adds credibility by sharing IBM’s in-depth customer research as well as case studies to support the findings. The book is a strong source book for those wanting to get started with SOA.” Judith Hurwitz, President & CEO, Hurwitz & Associates, co-author, Service Oriented Architectures for Dummies.
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