Just added for my chapter on marketing planning, what I think is the best integrated marketing campaign ever created. - T.M. Chapter 4 Case Study – IBM’s Smarter Planet Campaign The vision for IBM’s "Smarter Planet" campaign was laid out in a November 17, 2008, speech by IBM chairman and CEO Sam J. Palmisano. “The world will continue to become smaller, flatter ... and smarter," he said. "We are moving into the age of the globally integrated and intelligent economy, society and planet. … [Read more...]
The Marketing Book Experiment
Over the last year or so I've been working on a new marketing book. It has no title yet, but that will come. The concept is a concise marketing “handbook.” I decided to write it after years of encountering people in marketing who had never received training or instruction on the fundamentals. The audience is the novice marketer or someone from one marketing function looking to understand another. A head of marketing may refer to the book to brush up on something he has not done for a … [Read more...]
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