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Associative Marketing -  is a term first used by David Giannetto in Big Social Mobile to describe the technique of associating a brand with something outside of its core products or services (as is done in traditional marketing) in order to attract a tertiary group of consumers to the brand and convert them into viable prospects. This technique is used to open up new markets or segments and is particularly effective in fully saturated industries. Big Social Mobile shows how Proctor & Gamble has done this effectively. This technique runs counter to the common belief that appealing to consumers who are not in the primary or secondary markets is not cost effective.

Welcome to the
Big Social Mobile Enterprise

Big Social Mobile offers the first enterprise-spanning view of how today’s most influential digital initiatives can be used to go far beyond the typical, segregated marketing and technology initiatives generating limited returns, to reshape how companies operate, interact with customers, acquire new customers, markets and market segments, understand their position among competitors, unify traditional and big data and information across the physical and digital landscapes, and leverage their social communities to create tangible business results.  This is the future of how companies will operate and interact with the market.  Drawn together from some of the most complex information-based engagements, industry analysis and case studies, the highly anticipated book not only explains the benefits and risks, the tools and techniques, but also provides a step-by-step program for how companies can become truly Big Social Mobile.

Case Studies from

Starbucks, Amazon, Dunkin’ Donuts, PR Newswire, Facebook, Triple-A, Comedy Central, Yahoo, Verizon, United Airlines, Wal-Mart, National Oil, Seattle City Light, FujiFilm USA, Secret, Giant Eagle, Symbolics, WhoIs, MySpace and more

Industry features, including

Retail, Finance, Software, Energy, Insurance, Photography & Imaging Consumer Goods, Deal-of-the-Day, Rental Cars, Accounting and more