Andrea Coville, Paul B. Brown

Creating Relevance in a Time of Uncertainty

• Gebundenes Buch

Produktbeschreibung

Marketing, when you boil it all down, deals with just two things: figuring out who you want to sell to and then determining how you are going to get them to buy your product, service, or idea. In Relevance: The Power to Change Minds and Behavior and Stay Ahead of the Competition, Andrea Coville, who heads a global marketing and public relations agency, successfully showed us how to get today's busy, distracted consumers to buy. Booklist called Relevance a thought-provoking guide to success in today's noisy communications world. Here, in her follow-up work, Coville's focus is on helping you create Relevance in our current moment of uncertainty caused by the pandemic, social unrest, and ever-increasing technological change. She lays out, in step-by-step fashion, what you need to do and how to do it. And Coville also provides numerous case studies--profiling large global companies, smaller firms, nonprofits, and universities--who have created Relevance successfully. It has never been more difficult to get people to listen to what you have to say. Coville explains why you have to create deep, lasting, and mutually satisfying relationships with the people who keep you in business--and then she shows you how to do it. By the time you are done reading, you will have a series of strategies that have been proven to work when it comes to changing minds and behavior, strategies that will help you stay ahead of the competition.

Produktdetails

• Verlag: Amazon Digital Services LLC - Kdp
• Seitenzahl: 246
• Erscheinungstermin: 6. Mai 2021
• Englisch
• Abmessung: 234mm x 160mm x 20mm
• Gewicht: 544g
• ISBN-13: 9781098359638
• ISBN-10: 1098359631
• Artikelnr.: 61394388

Autorenporträt

Andrea "Andy" Coville is CEO of Brodeur Partners, one of the world's top mid-sized communications agencies. In a quest to bring more science and sensory-based insight to the creative process, she developed and refined the concept of relevance, a strategic platform for helping organizations and their brands go beyond the "buzz" and link communications to behavioral change. For 30 years, she has executed high-performing relevance campaigns for organizations in the business-to-business, consumer products, and healthcare markets. Her agency's extensive client roster has included the American Cancer Society, IBM, Mastercard, Corning, Philips, BlackBerry, Bio, Vertex, 3M, Dartmouth College, Fidelity Investments, Hankook Tire, and AMOREPACIFIC. After joining Brodeur in 1986 and becoming CEO in 1999, Andy diversified Brodeur Partners from a public relations firm specializing in technology to a multidisciplinary communications agency focusing on full-service communications, digital strategies, social change, and business consulting. During that process, she oversaw the acquisition of companies that expanded the agency's portfolio in diversity and inclusion, social purpose, digital and video, paid social, and branding. Andy has a bachelor's degree in journalism and English literature from the University of New Hampshire. She is married to John Brodeur (co-founder of Brodeur Partners), is a mother of four, and has a passion for nonprofits and social issues that advance the well-being of children. She serves on several nonprofit boards and is an avid running and outdoor sports enthusiast. A long-time contributor to The New York Times, Paul B. Brown is a best-selling author who has written and co-written numerous best-sellers, including Customers for Life (with Carl Sewell). A former writer and editor for Business Week, Financial World, Forbes and Inc., Paul is a graduate of Rutgers College and Rutgers University Law School and a member of both the New Jersey and Massachusetts bar, but he asked that you don't hold that against him.