Embedded Marketing: Creating Value for Consumers in Their World (Not Yours)

by Jeffrey Rayport and Jeffrey F. Rayport

How to engage consumers in a demand-scarce world flooded withubiquitous, fragmented media

In the golden age of advertising and marketing, families wouldgather around the television to watch one of just a few availablechannels, a captive audience to the big brands that paid to reachout to them. There was no remote control and no way to fast-forwardthrough those advertisements. Today, media gather aroundus--on television, but also via mobile...

• Format: Hardcover
• Language: English
• ISBN: 1118611454
• ISBN13: 9781118611456
• Release Date: May 2020
• Publisher: Jossey-Bass
• Length: 240 Pages