The Nature of Marketing: Marketing to the Swarm as Well as the Herd

By Chuck Brymer

The Nature of Marketing describes the power of social and consumer networking, and demonstrates the tangible benefits of building brand experiences that leverage this phenomena. In order to build sustainable desire and create demand, brands must be able to exert influence among these new kinds of community.

• Format: Hardcover
• Language: English
• ISBN: 0230203361
• ISBN13: 9780230203365
• Release Date: November 2008
• Publisher: Palgrave MacMillan
• Length: 205 Pages
• Weight: 1.40 lbs.
• Dimensions: 0.8" x 6.0" x 9.2"

Customer Reviews

Informative and insightful.

Chuck Brymer makes a substantive and compelling forecast on the marketing strategies used by consumer brands. The hyper-growth of social networking websites and the demand for user-generated content has redefined the concept of brand communities. In this book Chuck Brymer articulates the value of digital brand communities and why they must be factored into the business model and not just marketing strategy. He emphasizes the significance of creating a dialogue with consumers and why engaging them to that end cannot be accomplished solely through "herd" marketing. The concept of "swarm" marketing is not just an innovative approach to engaging consumers it is simplistically instinctive and will influence marketing strategy for a long time to come. Read the book! Chuck Brymer provides fascinating insight on the prominent future of marketing! Also learn what Chuck himself has already done at his organization to capitalize on this revolution!

A Refreshing Perspective

So many "experts" keep warning us that traditional branding and marketing are dying quick deaths. The massive momentum behind social-networking websites and other new media is certainly having an impact in how people consume and share information. No doubt. But is it really so clear-cut to say that marketing as we know it is dead? Chuck Brymer doesn't think so. Read his book and you will likely agree with him. He offers a logical and compelling argument for a strategic balance between "herd" (mass) and "swarm" (social) marketing. His perspective is rational, realistic, and refreshing. Todd Sebastian Best-selling author, Tell Your Clients Where to Go! A Practical Guide to Providing Passionate Client Leadership