01648nam a22001937a 4500 18418 18418 9781633694026 658.834 3 SWE Sweezey, Mathew, author. The context marketing revolution : how to motivate buyers in the age of infinite media / Mathew Sweezey. Boston, MA : Harvard Business Review Press, [2019] 257 p. Includes index. Introduction: Why context is king -- Part one. How infinite media has transformed your business forever: Three keys to the context marketing revolution -- New consumer - new consumer journey -- Part two. How context works in marketing: The context framework: breaking through the noise -- Available (helping people achieve the value they seek in the moment) -- Permissioned (coordinating with individuals to give them what they've asked for, on their terms) -- Personal (going beyond how personal the experience is to how personally you can deliver it) -- Authentic (combining voice, empathy, and channel congruence simultaneously) -- Purposeful (creating a deeper connection to the brand beyond the product) -- Part three. How to market brands in the infinite media era: Shifting from campaigns to customer journeys -- Triggers along the journey -- Using automation to guide journeys -- Faster, better: building agile processes into the journey -- A new business model for the context marketing revolution -- The first step, and final thoughts. Consumers' preferences. Context effects (Psychology) Market segmentation. Branding (Marketing) STL 0 0 0 0 Stack II 132/1 AIISH AIISH 2021-11-24 0 658.834 3 SWE 22794 2021-11-24 00:00:00 2021-11-24 STL