How Google breaks through

<?xml version="1.0" encoding="UTF-8"?><modsCollection xmlns="http://www.loc.gov/mods/v3" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xsi:schemaLocation="http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-8.xsd">
<mods version="3.8">
<titleInfo>
<title>How Google breaks through</title>
</titleInfo>
<name type="personal" usage="primary" xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="MAPA20150006783">
<namePart>Twohill, Lorraine</namePart>
<nameIdentifier>MAPA20150006783</nameIdentifier>
</name>
<name type="corporate" xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="MAPA20080442569">
<namePart>McKinsey & Company</namePart>
<nameIdentifier>MAPA20080442569</nameIdentifier>
</name>
<typeOfResource>text</typeOfResource>
<genre authority="marcgt">periodical</genre>
<originInfo>
<place>
<placeTerm type="code" authority="marccountry">usa</placeTerm>
</place>
<dateIssued encoding="marc">2015</dateIssued>
<issuance>serial</issuance>
</originInfo>
<language>
<languageTerm type="code" authority="iso639-2b">eng</languageTerm>
</language>
<physicalDescription>
<form authority="marcform">print</form>
</physicalDescription>
<abstract displayLabel="Summary">Lorraine 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?</abstract>
<note type="statement of responsibility">Lorraine Twohill</note>
<subject authority="lcshac" xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="MAPA20080434397">
<name type="corporate">
<namePart>Google</namePart>
</name>
</subject>
<subject xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="MAPA20080551636">
<topic>Marketing</topic>
</subject>
<subject xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="MAPA20080589189">
<topic>Atención al cliente</topic>
</subject>
<subject xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="MAPA20140009749">
<topic>Conectividad</topic>
</subject>
<subject xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="MAPA20080593483">
<topic>Servicio al cliente</topic>
</subject>
<subject xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="MAPA20080602406">
<topic>Marketing estratégico</topic>
</subject>
<subject xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="MAPA20080624019">
<topic>Comportamiento del consumidor</topic>
</subject>
<subject xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="MAPA20140010615">
<topic>Evolución tecnológica</topic>
</subject>
<classification authority="">922.112.1</classification>
<relatedItem type="host">
<titleInfo>
<title>The McKinsey Quartely</title>
</titleInfo>
<part>
<text>February 2015 ; [6 ] p.</text>
</part>
</relatedItem>
<recordInfo>
<recordContentSource authority="marcorg">MAP</recordContentSource>
<recordCreationDate encoding="marc">150213</recordCreationDate>
<recordChangeDate encoding="iso8601">20150320122517.0</recordChangeDate>
<recordIdentifier source="MAP">MAP20150007599</recordIdentifier>
<languageOfCataloging>
<languageTerm type="code" authority="iso639-2b">spa</languageTerm>
</languageOfCataloging>
</recordInfo>
</mods>
</modsCollection>