Book Review: Achieving The OPEN Brand by Way Of An Open Worldview
“For the first time in the history of calculating the ROI of marketing expenditures, influence behaviors and patterns of the volume achievable only on the social web begin to offset the overall cost of marketing,” quotes the new book “The Open Brand: When Push Comes to Pull in a Web-Made World” by Resource Interactive’s President Kelly Mooney and Innovation Consultant Dr. Nita Rollins.
While not appearing on page one, this idea is certainly one of the most important, and likely most sought after skim through takeaways marketers (both on the client and agency side) will seek when first hunting for the knowledge contained within this book.
Mooney’s book reinforces what many savvy marketers have known for years – that “cutting edge” will become increasingly synonymous with an embrace of the openness of the oceanic global marketplace – strategically riding the waves, rather than trying to overbearingly control them – and that […]
Written by on May 7th, 2008 with no comments.
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