01780nam a22002057a 4500999001700000020001800017082001800035100002900053245011300082260005900195300001100254504002000265505105000285650002801335650003301363650002501396650002501421942000801446952012001454  c18418d18418  a9781633694026  a658.834 3 SWE  aSweezey, Mathew, author.  aThe context marketing revolution : bhow to motivate buyers in the age of infinite media / cMathew Sweezey.  aBoston, MA : bHarvard Business Review Press, c[2019]  a257 p.  aIncludes index.  aIntroduction: 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.  aConsumers' preferences.  aContext effects (Psychology)  aMarket segmentation.  aBranding (Marketing)  cSTL  001040708Stack II 132/1aAIISHbAIISHd2021-11-24l0o658.834 3 SWEp22794r2021-11-24 00:00:00w2021-11-24ySTL