Business Resources--Lexington: Marketing

{ Also available as a Book 24x7 e-book. }

A guide for any PR or marketing professional to recognize, plan and respond to a sudden wildfire of consumer-led reaction, 'manipulated outrage' sparked from interaction on news feed algorithms, fueled by social media and the constant demand for an instantaneous response.

The most powerful marketing force in the world isn't social media, email blasts or search ads. It's fandom. In Fanocracy, David Meerman Scott and his daughter Reiko - a baby boomer business strategist and a millennial Harry Potter fan - show readers how to build a successful fandom around their business by focusing on community, generosity, and fun.

{ Also available as a Book 24x7 e-book. }

{ Also available as a Book 24x7 e-book. }

{ Also available as a Book 24x7 e-book. }

With stories and data-driven research reveal how sites like Yelp and TripAdvisor are changing the way we interact and show how business owners can leverage online reviews to find greater success.

{ Also available as a Book 24x7 e-book. }

{ Also available as a Book 24x7 e-book. }

{ revised 3rd edition, also available as a Book 24x7 e-book. }

{ Also available as a Book 24x7 e-book. }

{ Also available as a Book 24x7 e-book. }

{ Also available as a Book 24x7 e-book. }

There is a pattern to digital disruption in an industry, whether the disruptor is Uber, Airbnb, Dollar Shave Club, Pillpack or one of countless other startups that have stolen large portions of market share from industry leaders, often in a matter of a few years. As Teixeira makes clear, the nature of competition has fundamentally changed. Using innovative new business models, startups are stealing customers by breaking the links in how consumers discover, buy and use products and services. By decoupling the customer value chain, these startups, instead of taking on the Unilevers and Nikes, BMW's and Sephoras of the world head on, peel away a piece of the consumer purchasing process.