First Friday Book Synopsis
JUNE 21, 2011
Here is an excerpt from an article written by David Aaker for the Harvard Business Review blog. To read the complete article, check out the wealth of free resources, and sign up for a subscription to HBR email alerts, please click here. * * * Almost 50 years ago Ernest Dichter, the father of motivation research, [.].
First Friday Book Synopsis
MAY 17, 2011
The Dragonfly Effect: Quick, Effective, and Powerful Ways to Use Social Media to Drive Social Change Jennifer Aaker and Andy Smith with Carlye Adler Jossey-Bass/A Wiley Imprint (2010) In this book written with Carlye Adler, Jennifer Aaker and Andy Smith explain how to “leverage the power of the new social media to do something that [.].
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Tanveer Naseer
MARCH 18, 2011
Brand # marketing in social media – Coffee House # Book Review: “Wikibrands&# [link] #. RT @ smaxbrown : Author Jennifer @ Aaker of The Dragonfly Effect reveals how to get results by harnessing power of SM [link] #. *RT @ WikiOrgCharts @TanveerNaseer ‘s review of “Wikibrands&# celebrates org. Thanks Lisa!
Strategy Driven
SEPTEMBER 27, 2013
Marketing scholars Jennifer Aaker and Susan Fournier reveal how closely business relationships and interpersonal relationships mirrored each other in an Internet-based psychology test. “Trust is much heralded in marketing, but it has a downside,” said Aaker in an interview for Stanford Graduate School of Business (GSB) News.
Harvard Business Review
JUNE 17, 2011
Almost 50 years ago Ernest Dichter , the father of motivation research, did a large study of word of mouth persuasion that revealed secrets of how to use social media to build brands and businesses. The study was reported in a 1966 article in HBR. The message is so humorous or informative that it deserves sharing.
Leading Blog
JANUARY 21, 2011
Social Media. The Dragonfly Effect by Jennifer Aaker and Andy Smith, is a playbook on how to use social media to achieve a single, focused, concrete goal. Cut through the noise of social media with something personal, unexpected, visceral, and visual. Nobody really understands it, but we know it’s important.
Harvard Business Review
APRIL 7, 2011
They devote even more resources to marketing communications that try to sway buyers with more clever advertising, more impactful promotions, more visible sponsorships, and more involving social media programs than the competition's. Customers are just not inclined or motivated to change brand loyalties in established markets.
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