The New Language of Marketing 2.0

副标题: How to Use ANGELS to Energize Your Market
作者: Sandy Carter
出版社: IBM Press
出版年: 2008-11-10
页数: 512 pages


Use ANGELS and Web 2.0 Marketing to Drive Powerful, Quantifiable Results
For every marketer, strategist, executive, and entrepreneur
Today, marketers have an array of radically new Web 2.0-based techniques at their disposal: viral marketing, social networking, virtual worlds, widgets, Web communities, blogs, podcasts, and next-generation search, to name just a few. Now, leading IBM marketing innovator Sandy Carter introduces ANGELS, a start-to-finish framework for choosing the right Web 2.0 marketing tools—and using them to maximize revenue and profitability.
Carter demonstrates winning Web 2.0 marketing at work through 54 brand-new case studies: organizations ranging from Staples to Harley Davidson, Coca-Cola to Mentos, Nortel to IBM itself. You’ll discover powerful new ways to market brands and products in both B2B and B2C markets...integrate Web 2.0, experiential, and conventional marketing...maximize synergies between global and local marketing...gain more value from influencers, and more.
Includes information, case studies, and working examples for next generation marketing strategies such as:
• Social networks with virtual environments, including Second Life
• Online communities including Facebook
• Viral Marketing and eNurturing
• Serious Gaming
• Widgets
• Wikis
• Blogging, including Twitter
• Podcasting
• Videocasting
Whether you’re a marketing professional, Web specialist, strategist, executive, or entrepreneur, this book will help you drive immense, quantifiable value from Web 2.0 technologies—now, and for years to come.
Sandy Carter’s breakthrough ANGELS approach, a step-by-step framework for success:
Analyze and ensure strong market understanding
Nail the relevant strategy and story
Go to Market Plan
Energize the channel and community
Leads and revenue
Scream!!! Don’t forget the Technology!
BONUS Content Available Online:
Additional chapters, case studies, examples, and resources are available on the book companion site,  

作者简介 · · · · · ·
Sandy Carter is IBM’s vice president of SOA and WebSphere marketing, strategy, and channels. She is responsible for IBM’s cross-company, worldwide SOA initiatives and is in charge of one of IBM’s premier brands, IBM WebSphere. Carter is known for her outstanding innovative Marketing 2.0; she has led the brand to win 14 industry marketing awards in the past year.
Embracing the new global world, Carter has traveled to more than 59 countries to meet with customers and partners while assisting IBM’s SOA initiatives to earn third-party validation and top leadership rankings by analysts and pundits alike. She has combined her marketing prowess with her love of technology by being a constant student of the new world and leveraging the new Web 2.0 tools of social networking, serious gaming, twitter, viral, and blogging. Please visit Carter’s blog at
Carter is an active member of Women in Technology International (WITI) and a member of the WITI Executive Advisory Council, the Marketing Focus Advisory Council (where she was named winner of the Best Speaker Award), the chief marketing officer (CMO) Inner Circle, and the American Management Association (AMA). She also serves as a board member of the Grace Hopper Industry Advisory Committee and is the co-lead of IBM Partnership Executive at Duke University. Carter is listed in Madison’s Who’s Who and is a founding member of the WITI Global Executive Network (GEN) program for senior executive women.
Carter is a frequent speaker at industry events sponsored by Infoworld magazine, Gartner Group, IDC, Forrester, and the WITI. Twice she has won the AIT Global’s most valuable member of the year award for the United Nations ICT for Sustainable Development. She holds a bachelor of science degree from Duke University and an MBA from Harvard Business School.