Published by McGraw-Hill

The Chief Marketing Strategist at Bridge Worldwide reminds us yet again that the consumer has changed and that they are looking for meaning in the brands they buy and the marketing that reaches them. They are seeking meaning for themselves in demanding products and services which relate to them closely and meaning in what the advertiser is doing in the world apart from selling products. Many corporations have realised they have to be socially responsible and be seen to be committed to bettering the world and Gilbreath has good and bad examples in his case studies. This book is full of examples of how companies are dealing with the new face of the customer and well worth a read by any marketer or ad agency client services director.