TY  - BOOK
AU  - Rohrs,Jeffrey K.
TI  - Audience: marketing in the age of subscribers, fans & followers 
SN  - 9781118732731 (hbk.)
AV  - HF5415.1265 roh 2014
U1  - 658.872 23
PY  - 2014///]
CY  - Hoboken, New Jersey
PB  - John Wiley & Sons
KW  - Internet marketing
KW  - Social media
N1  - Includes bibliographical references (pages 249-272) and index; Audiences as assets: think like the boss -- The audience imperative: our hybrid source of business energy -- Your proprietary audiences: seekers, amplifiers & joiners -- The VIP joiners: subscribers, fans & followers -- Beyond Don Draper: pain, owned & earned media -- Increase what matters: size, engagement & value -- A larger font: our long-term responsibilities -- Website: marketing's magnetic center -- Email: the bedrock audience -- Facebook: making it personal -- Twitter: real-time characters -- Blogs: a website by another name -- Mobile apps: audiences on the go -- LinkedIn: the professional audience -- YouTube: internet built the video star -- Google+: the great unknown -- Pinterest: a collection of beautiful followers -- SMS: cutting through the cutter -- Instagram: moving pictures -- Podcasts: listen carefully -- Other audience channels: more? You want more?!? -- Map & align: strategy and team -- Built & engage: audiences on demand -- Serve, honor, deliver, surprise & delight: the red velvet touch -- Test & evolve: what marketers can learn from 5,000 years of football
N2  - Explains how marketers can build and keep an online audience through the use of hybrid marketing strategies that rely on combinations of old-fashioned mass media with newer email, mobile, and social media platforms
ER  -