Cover art for Z.E.R.O.
Published
Wiley & Sons, November 2013
ISBN
9781118801154
Format
Hardcover, 288 pages
Dimensions
23.8cm × 17.9cm × 2.5cm

Z.E.R.O. Zero Paid Media as the New Marketing Model by

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The world has changed. Everyone keeps reminding marketers and advertisers about the never ending and accelerating forces of technology disruption, consumer changes, and innovation evolution in the marketing world today. Sounds exciting except for the fact that we re doing absolutely nothing about it.

Zero. Simply put, under current operating conditions, the advertising industry will not be able to sustain itself and without taking action, is likely to result in severe to catastrophic outcomes- from financial underperformance to job loss to even a collapse of the current media ecosystem. The solution? The Marketing Model can be fixed by slashing your ad budget, and investing in the Z.E.R.O. framework:

  • Zealots

  • Entrepreneurship

  • Retention

  • Owned Assets

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