Search

How Google breaks through

<?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xsi:schemaLocation="http://www.loc.gov/MARC21/slim http://www.loc.gov/standards/marcxml/schema/MARC21slim.xsd">
  <record>
    <leader>00000cab a22000004b 4500</leader>
    <controlfield tag="001">MAP20150007599</controlfield>
    <controlfield tag="003">MAP</controlfield>
    <controlfield tag="005">20150320122517.0</controlfield>
    <controlfield tag="008">150213e20150201usa|||p      |0|||b|eng d</controlfield>
    <datafield tag="040" ind1=" " ind2=" ">
      <subfield code="a">MAP</subfield>
      <subfield code="b">spa</subfield>
      <subfield code="d">MAP</subfield>
    </datafield>
    <datafield tag="084" ind1=" " ind2=" ">
      <subfield code="a">922.112.1</subfield>
    </datafield>
    <datafield tag="100" ind1="1" ind2=" ">
      <subfield code="0">MAPA20150006783</subfield>
      <subfield code="a">Twohill, Lorraine</subfield>
    </datafield>
    <datafield tag="245" ind1="0" ind2="0">
      <subfield code="a">How Google breaks through</subfield>
      <subfield code="c">Lorraine Twohill</subfield>
    </datafield>
    <datafield tag="520" ind1=" " ind2=" ">
      <subfield code="a">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?</subfield>
    </datafield>
    <datafield tag="610" ind1="2" ind2="1">
      <subfield code="0">MAPA20080434397</subfield>
      <subfield code="a">Google</subfield>
    </datafield>
    <datafield tag="650" ind1=" " ind2="4">
      <subfield code="0">MAPA20080551636</subfield>
      <subfield code="a">Marketing</subfield>
    </datafield>
    <datafield tag="650" ind1=" " ind2="4">
      <subfield code="0">MAPA20080589189</subfield>
      <subfield code="a">Atención al cliente</subfield>
    </datafield>
    <datafield tag="650" ind1=" " ind2="4">
      <subfield code="0">MAPA20140009749</subfield>
      <subfield code="a">Conectividad</subfield>
    </datafield>
    <datafield tag="650" ind1=" " ind2="4">
      <subfield code="0">MAPA20080593483</subfield>
      <subfield code="a">Servicio al cliente</subfield>
    </datafield>
    <datafield tag="650" ind1=" " ind2="4">
      <subfield code="0">MAPA20080602406</subfield>
      <subfield code="a">Marketing estratégico</subfield>
    </datafield>
    <datafield tag="650" ind1=" " ind2="4">
      <subfield code="0">MAPA20080624019</subfield>
      <subfield code="a">Comportamiento del consumidor</subfield>
    </datafield>
    <datafield tag="650" ind1=" " ind2="4">
      <subfield code="0">MAPA20140010615</subfield>
      <subfield code="a">Evolución tecnológica</subfield>
    </datafield>
    <datafield tag="710" ind1="2" ind2=" ">
      <subfield code="0">MAPA20080442569</subfield>
      <subfield code="a">McKinsey & Company</subfield>
    </datafield>
    <datafield tag="773" ind1="0" ind2=" ">
      <subfield code="t">The McKinsey Quartely</subfield>
      <subfield code="g">February 2015 ; [6 ] p.</subfield>
    </datafield>
  </record>
</collection>