{"product_id":"twitter-is-not-a-strategy-hardcover","title":"Twitter Is Not a Strategy - Hardcover","description":"\u003cp\u003eby \u003cb\u003eTom Doctoroff\u003c\/b\u003e (Author)\u003c\/p\u003e\u003cp\u003eIn a cultural climate saturated by technology, marketing professionals have focused their energies on creating newer and more digital methods of advertising their brands, with the fear that if they don't embrace Big Data, they will fade into obscurity. But Tom Doctoroff, Asia CEO for J. Walter Thompson, argues that this frenzy over digital and social media has created a schism in the marketing world that is hindering brands from attaining their true business potential. The tension between traditional branding and the seemingly unlimited possibilities presented by the advent of digital branding leads companies to abandon the tried and true aspects of marketing for the flash of the new. In \u003ci\u003eTwitter is Not a Strategy\u003c\/i\u003e, Doctoroff explains why a strategy that truly integrates the two ideas is the best way for a brand to move into the future. Using some of the biggest brand names in the world as examples, such as Coca-Cola, Nike, and Apple, he breaks down the framework of marketing to explain how digital marketing can't stand without the traditional foundation.\u003c\/p\u003e\u003ch3\u003eAuthor Biography\u003c\/h3\u003e\u003cp\u003eTom Doctoroff is Asia CEO for J. Walter Thompson, and the author of \u003ci\u003eBillions \u003c\/i\u003eand \u003ci\u003eWhat Chinese Want \u003c\/i\u003e. He has appeared regularly on CNBC, NBC, Bloomberg, and National Public Radio, as well as \u003ci\u003eFinancial Times\u003c\/i\u003e, \u003ci\u003eBusiness Week\u003c\/i\u003e, \u003ci\u003eThe Wall Street Journal\u003c\/i\u003e, and \u003ci\u003eThe New York Times\u003c\/i\u003e.\u003c\/p\u003e\u003cdiv\u003e\n\u003cstrong\u003eNumber of Pages:\u003c\/strong\u003e 272\u003c\/div\u003e\u003cdiv\u003e\n\u003cstrong\u003eDimensions:\u003c\/strong\u003e 1.1 x 9.3 x 6.2 IN\u003c\/div\u003e\u003cdiv\u003e\n\u003cstrong\u003eIllustrated:\u003c\/strong\u003e Yes\u003c\/div\u003e\u003cdiv\u003e\n\u003cstrong\u003ePublication Date:\u003c\/strong\u003e November 11, 2014\u003c\/div\u003e","brand":"Books by splitShops","offers":[{"title":"Default Title","offer_id":51761073291552,"sku":"9781137279309","price":36.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0974\/9764\/5344\/files\/25cef5c19963249e4542859c19e9ee53.webp?v=1780198918","url":"https:\/\/ebocreations.com\/products\/twitter-is-not-a-strategy-hardcover","provider":"The E-Book Oasis LLC","version":"1.0","type":"link"}