The Citizen Marketer
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The Citizen Marketer
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Author : Joel Penney
language : en
Publisher: Oxford University Press
Release Date : 2017
The Citizen Marketer written by Joel Penney and has been published by Oxford University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017 with Political Science categories.
Particularly among segments of the left that have identified neoliberal market logics and consumer capitalist structures as a major focus of political struggle -- .
The Citizen Marketer
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Author : Joel Penney
language : en
Publisher:
Release Date : 2017
The Citizen Marketer written by Joel Penney and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017 with POLITICAL SCIENCE categories.
From hashtag activism to the flood of political memes on social media, the landscape of political communication is being transformed by the grassroots circulation of opinion on digital platforms and beyond. 'The Citizen Marketer' offers a new framework for understanding this phenomenon by exploring how everyday people assist in the promotion of political media messages in hopes of persuading their peers and shaping the public mind
Citizen Marketers
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Author : Ben Mcconnell
language : en
Publisher: Kaplan Publishing
Release Date : 2007
Citizen Marketers written by Ben Mcconnell and has been published by Kaplan Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007 with Business & Economics categories.
""A solid... insightful explanation of how the Internet has armed the consumer—which is to say, everyone—against the mindless blather of corporate messaging attempts. Drop everything and read this book.""—The Wall Street Journal The woman next to you in the coffee shop, typing madly on her laptop, just might be determining the ending to next year's block-buster film or how quickly the hottest new PDAT hits store shelves. In homes, dorm rooms, waiting rooms, planes and trains around the world, millions of people are exercising enormous influence on what we buy, even though they have no official connection to those products and services. Who are they? What motivates them? Marketing experts Ben McConnell and Jackie Huba explore the ramifications of social media in Citizen Marketers. As everyday people increasingly create content on behalf of companies, brands or products, they are collaborating with others just like themselves and forming ever-growing communities of enhusiasts and evangelists. From the rough to the sophisticated, the ""user-generated media"" of blogs, online bulletin boards, podcasts, photos, songs, and animations are influencing companies' customer relationships, product design, and marketing campaigns, whether they participate willingly or not. Citizen Marketers is the first book to document this phenomenon, examining some of the early winners and losers in this new genre, as well as some of its most noted constituents. With their exceptional knowledge of brands, products, companies and industries, the citizen marketers are democratizing traditional notions of communication and marketing, even entire business models. Features: Research on social media Case studies of people and organizations fueling the growth of citizen marketing Clarifies the context and importance of technological and societal shifts that are changing the nature of customer expectations and relationships
Citizen Brands
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Author : Michael Willmott
language : en
Publisher: John Wiley & Sons
Release Date : 2001-06-08
Citizen Brands written by Michael Willmott and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2001-06-08 with Business & Economics categories.
What is the most important issue facing business today? Globalization, the technological revolution, supply chain management, core competencies, staff retention, price competition? Important though all of these are, something else is emerging as an equally critical challenge facing companies in the technological, globalized, knowledge economy ahead. It is the concept of Citizen Brands. Its importance arises because it embodies not just one, but three crucial strategic issues for the business world: * Values (what the company stands for); * Corporate citizenship (playing an active role in society); * Branding (the tangible and intangible attributes that are encompassed in a name or trademark). This book is about how these three elements come together in an integrated way; about how they define a company's relationship with all the relevant people and institutions it has to deal with - customers, employees, shareholders, suppliers, government or whoever. Put another way, it is about achieving corporate success through putting society at the heart of the company. Companies through their direct actions (for example employment) and through their intermediaries - brands - are an integral part of the social and economic world in which they operate, needing to reflect the values and aspirations that exist; the differences and similarities. This is why corporate managers need to bring society into the company; why they need to turn their brands into citizen brands. In the emerging networked, post-industrial world, managing that relationship is one of the most important challenges that companies face. And companies that understand and embrace this are likely to be the ultimate winners in the future.
The Citizen Marketer
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Author : Joel Penney
language : en
Publisher: Oxford University Press
Release Date : 2017-05-05
The Citizen Marketer written by Joel Penney and has been published by Oxford University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-05-05 with Political Science categories.
From hashtag activism to the flood of political memes on social media, the landscape of political communication is being transformed by the grassroots circulation of opinion on digital platforms and beyond. By exploring how everyday people assist in the promotion of political media messages to persuade their peers and shape the public mind, Joel Penney offers a new framework for understanding the phenomenon of viral political communication: the citizen marketer. Like the citizen consumer, the citizen marketer is guided by the logics of marketing practice, but, rather than being passive, actively circulates persuasive media to advance political interests. Such practices include using protest symbols in social media profile pictures, strategically tweeting links to news articles to raise awareness about select issues, sharing politically-charged internet memes and viral videos, and displaying mass-produced T-shirts, buttons, and bumper stickers that promote a favored electoral candidate or cause. Citizens view their participation in such activities not only in terms of how it may shape or influence outcomes, but as a statement of their own identity. As the book argues, these practices signal an important shift in how political participation is conceptualized and performed in advanced capitalist democratic societies, as they casually inject political ideas into the everyday spaces and places of popular culture. While marketing is considered a dirty word in certain critical circles -- particularly among segments of the left that have identified neoliberal market logics and consumer capitalist structures as a major focus of political struggle -- some of these very critics have determined that the most effective way to push back against the forces of neoliberal capitalism is to co-opt its own marketing and advertising techniques to spread counter-hegemonic ideas to the public. Accordingly, this book argues that the citizen marketer approach to political action is much broader than any one ideological constituency or bloc. Rather, it is a means of promoting a wide range of political ideas, including those that are broadly critical of elite uses of marketing in consumer capitalist societies. The book includes an extensive historical treatment of citizen-level political promotion in modern democratic societies, connecting contemporary digital practices to both the 19th century tradition of mass political spectacle as well as more informal, culturally-situated forms of political expression that emerge from postwar countercultures. By investigating the logics and motivations behind the citizen marketer approach, as well as how it has developed in response to key social, cultural, and technological changes, Penney charts the evolution of activism in an age of mediatized politics, promotional culture, and viral circulation.
Consumer Democracy
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Author : Margaret Scammell
language : en
Publisher: Cambridge University Press
Release Date : 2014-02-10
Consumer Democracy written by Margaret Scammell and has been published by Cambridge University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-02-10 with Political Science categories.
This book argues that marketing is inherent in competitive democracy, explaining how we can make the consumer nature of competitive democracy better and more democratic. Margaret Scammell argues that consumer democracy should not be assumed to be inherently antithetical to 'proper' political discourse and debate about the common good. Instead, Scammell argues that we should seek to understand it - to create marketing-literate criticism that can distinguish between democratically good and bad campaigns, and between shallow, cynical packaging and campaigns that at least aspire to be responsive, engender citizen participation, and enable accountability. Further, we can take important lessons from commercial marketing: enjoyment matters; what citizens think and feel matters; and, just as in commercial markets, structure is key - the type of political marketing will be affected by the conditions of competition.
The Voice Of The Citizen Consumer
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Author : Kerstin Brückweh
language : en
Publisher: OUP/German Historical Institute London
Release Date : 2011-04-14
The Voice Of The Citizen Consumer written by Kerstin Brückweh and has been published by OUP/German Historical Institute London this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-04-14 with History categories.
Citizen consumers have two voices in the public sphere: one constructed by consumer movements, the other by opinion polls and market research. The volume combines them, bringing together research areas so far treated in isolation: the politics of consumption and consumer organizations, and the techniques of market research and opinion polling.
Policymaking For Citizen Behavior Change
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Author : Nancy R. Lee
language : en
Publisher: Routledge
Release Date : 2017-08-07
Policymaking For Citizen Behavior Change written by Nancy R. Lee and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-08-07 with Political Science categories.
Social marketing is a discipline unfamiliar to many policymakers, often confused with the more frequently applied and studied fields of social media, behavioral economics, or social change. Social marketing is a growing field and methodology, however, that has been successfully applied to improve public health, prevent injuries, protect the environment, engage communities, and improve financial well-being. Policymaking for Citizen Behavior Change is designed to demonstrate the ways in which social marketing can be an effective and efficient tool to change citizens’ behavior, and how to advocate for and support its appropriate application. Providing a 10-Step Planning Model and examining a variety of social marketing cases and tools, including more than 40 success stories, Policymaking for Citizen Behavior Change is core reading for current policymakers, as well as all those studying and practicing social marketing, particularly in the public sector. It’s also worthwhile supplementary reading for those studying public policy, public administration, environmental justice, public health, and other programs on how to effect social change.
Political Marketing
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Author : Jennifer Lees-Marshment
language : en
Publisher: Routledge
Release Date : 2009-09-10
Political Marketing written by Jennifer Lees-Marshment and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-09-10 with Business & Economics categories.
Political Marketing is the first comprehensive textbook to focus on political marketing, and introduces students to how candidates, parties, elected officials and governments around the world utilise marketing concepts and tools win elections and remain in office.analyses the implications of political marketing for democracy - are we happy to be 'citizen-consumers'?Drawing on the latest theoretical work and providing the broadest collation of international political marketing research available, this text:examines a wide range of political marketing topics including the rise of the political consumer, market intelligence and segmentation, opposition research, e-marketing, direct mail, market-orientation and strategy, internal marketing, product re-development, branding, local political marketing, marketing in government, delivery and global knowledge transferfeatures over 40 case studies written by international specialists in over 20 countries, and practitioner perspectives from those currently engaged in political marketingillustrates theories with clear examples integrated with topical discussion points, and provides essay and applied assessment suggestions in each chapter. Presented in clear and engaging style, this textbook offers sophisticated understanding of this exciting new area. Written by a leading expert in the field, it is essential reading for all students of political marketing, parties and elections and comparative politics.
Greater Good
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Author : John A. Quelch
language : en
Publisher: Harvard Business Press
Release Date : 2007-12-28
Greater Good written by John A. Quelch and has been published by Harvard Business Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007-12-28 with Business & Economics categories.
Marketing has a greater purpose, and marketers, a higher calling, than simply selling more widgets, according to John Quelch and Katherine Jocz. In Greater Good, the authors contend that marketing performs an essential societal function--and does so democratically. They maintain that people would benefit if the realms of politics and marketing were informed by one another's best principles and practices. Quelch and Jocz lay out the six fundamental characteristics that marketing and democracy share: (1) exchange of value, such as goods, services, and promises, (2) consumption of goods and services, (3) choice in all decisions, (4) free flow of information, (5) active engagement of a majority of individuals, and (6) inclusion of as many people as possible. Without these six traits, both marketing and democracy would fail, and with them, society. Drawing on current and historical examples from economies around the world, this landmark work illuminates marketing's critical role in the development, growth, and governance of societies. It reveals how good marketing practices improve the political process and--in turn--the practice of democracy itself.