000			01648nam a22001937a 4500
999			_c18418 _d18418
020			_a9781633694026
082			_a658.834 3 SWE
100			_aSweezey, Mathew, author.
245			_aThe context marketing revolution : _bhow to motivate buyers in the age of infinite media / _cMathew Sweezey.
260			_aBoston, MA : _bHarvard Business Review Press, _c[2019]
300			_a257 p.
504			_aIncludes index.
505			_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.
650			_aConsumers' preferences.
650			_aContext effects (Psychology)
650			_aMarket segmentation.
650			_aBranding (Marketing)
942			_cSTL