The New Language of Marketing 2.0: How to Use ANGELS to Energize Your Market

An IBM Press book

Book details

by Sandy Carter

Published: 31 Oct 2008
ISBN: 978-0-13-714249-1

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Today, marketers have an array of radically new Web 2.0-based techniques at their disposal: viral marketing, social networking, virtual worlds, widgets, Web communities, blogs, podcasts, and next-generation search, to name just a few. Now, leading IBM marketing innovator Sandy Carter introduces ANGELS, a start-to-finish framework for choosing the right Web 2.0 marketing tools—and using them to maximize revenue and profitability.

Carter demonstrates winning Web 2.0 marketing at work through 54 brand-new case studies: organizations ranging from Staples to Harley Davidson, Coca-Cola to Mentos, Nortel to IBM itself. You’ll discover powerful new ways to market brands and products in both B2B and B2C markets...integrate Web 2.0, experiential, and conventional marketing...maximize synergies between global and local marketing...gain more value from influencers, and more.

Podcasts

Listen to Sandy Carter discuss her book and the benefits of Marketing 2.0 in this two-part, in-depth interview.

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