How Google breaks through
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| LDR | 00000cab a22000004b 4500 | ||
| 001 | MAP20150007599 | ||
| 003 | MAP | ||
| 005 | 20150320122517.0 | ||
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| 040 | $aMAP$bspa$dMAP | ||
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| 100 | 1 | $0MAPA20150006783$aTwohill, Lorraine | |
| 245 | 0 | 0 | $aHow Google breaks through$cLorraine Twohill |
| 520 | $aLorraine Twohill, Google's senior vice president of global marketing, describes what has and hasn't changed for marketers trying to connect with customers -- Has marketing changed fundamentally since the first golden age? -- What does the digital side allow you to do that you couldn't do before? -- How so? -- How do you approach the messaging and the storytelling, especially given the challenges of proliferation? How do you break through the clutter? -- That's interesting; we've also identified substance as one of the leading elements of marketing's new golden agealong with science, storytelling, speed, and simplicity -- Toothbrush problems? -- Would you say, as well, that achieving the best customer experience means not only getting better at telling stories to the customer, but also getting better at listening? -- And yet, there is still room for disagreement and creative judgment -- How do you make sure your marketers stay in touch with prevailing trends? -- It's a smaller world -- What's it like working with engineers? | ||
| 610 | 2 | 1 | $0MAPA20080434397$aGoogle |
| 650 | 4 | $0MAPA20080551636$aMarketing | |
| 650 | 4 | $0MAPA20080589189$aAtención al cliente | |
| 650 | 4 | $0MAPA20140009749$aConectividad | |
| 650 | 4 | $0MAPA20080593483$aServicio al cliente | |
| 650 | 4 | $0MAPA20080602406$aMarketing estratégico | |
| 650 | 4 | $0MAPA20080624019$aComportamiento del consumidor | |
| 650 | 4 | $0MAPA20140010615$aEvolución tecnológica | |
| 710 | 2 | $0MAPA20080442569$aMcKinsey & Company | |
| 773 | 0 | $tThe McKinsey Quartely$gFebruary 2015 ; [6 ] p. |