The Nature of Marketing: Marketing to the Swarm as well as the Herd

Hardcover | November 15, 2008

byChuck Brymer

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We live in a digital world where a small number of people – sometimes even one person – can quickly become the voice of one hundred, one thousand, or one million and more. This is having a profound influence on marketing and the need that brands have to tap into and build social communities.

The Nature of Marketing is a unique perspective on how digitally linked populations behave as a single organism, similar to a swarm of fish.  These human swarms are fueled by the connectivity and speed of the social networking generation, and are replacing the rules of marketing with principles that are fundamentally different from anything before.

This book helps put trends like social networks and Web 2.0 in a larger and more timeless context.  As brand communications move from monologue to dialogue, a new marketing plan is needed to engage the community and start a conversation with people who can help expand upon the brand message and experience.

Chuck Brymer lays out a well-documented case that traditional marketing and branding are as important as ever. However, the doctrine of herd marketing – one-way mass communications – must be adjacent to the new realities of swarm marketing – the power of people communicating with each other in unprecedented speed and numbers.

We now have the potential to dramatically grow the value and influence of brands using an approach that is as fresh as Web 2.0, but as enduring as human nature. The Nature of Marketing is your guide to the next great revolution in how we reach our customers to gain their loyalty and advocacy.

Watch Chuck Brymer speak at ANA: http://www.youtube.com/watch?v=6zYz9apIyfM

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From the Publisher

We live in a digital world where a small number of people – sometimes even one person – can quickly become the voice of one hundred, one thousand, or one million and more. This is having a profound influence on marketing and the need that brands have to tap into and build social communities.The Nature of Marketing is a unique perspecti...

CHUCK BRYMER is President and CEO of DDB Worldwide, one of the largest and most awarded advertising and marketing agencies in the world. Formerly the head of Interbrand Group, Chuck is one of the foremost experts on brands and marketing and has worked for many of the world’s most well-known and successful companies.DDB operates office...
Format:HardcoverDimensions:256 pages, 9.64 × 6.49 × 0.82 inPublished:November 15, 2008Publisher:Palgrave MacmillanLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0230203361

ISBN - 13:9780230203365

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Table of Contents

Swarms: A World Where No One is in Charge * Peers and Predators: Understanding the Swarm * Welcome to the Age of Reference, not Deference * How Swarms Think: Why Speed is the New Big * The First Law of Swarm Communications: Conviction * The Second Law of Swarm Communications: Community * The Third Law of Swarm Communications: Creativity Engaging the Swarm * The Chief Community Officer: Interacting with the Swarm * A Blueprint for a Consumer-Driven Society