Is Anybody Out There? 市场信息新视野

Is Anybody Out There will send shockwaves through the world of Marketing
Communicmions. Its vision of the industry is dramatic; challenging and persuasive.
It describes a world where brands are redefined, consumers are in control and
marketers must be infinitelv innovative. It is a world in which the most sacred
principles of traditional brand marketing must be ruthlessly challenged and
perpetually rcinventcd. Fotxmlately: Austin and Aitclfison help us face these profound challenges with cleat" arguments: deep insight and extraordinary intelle

作者简介：
MARK AUSTIN, Chairman and CEO of　Mediaedge:cia Asia Pacific, is regarded as the
marketing communications industry's high　priest of media in Asia. Named "Media
Innovator of the Year 1998" by US trade　publication Advertising Age, British-born
Austin is a passionate advocate of media's　importance in brand building and a leading　proponent of communications channel planning　in Asia. Austin's media skills have been honed　over twenty years, thirteen of which were spent　running specialist media companies. In 1995,　he established media specialist CIA in Asia,
building a network across Hong Kong, India,Malaysia, Singapore, Taiwan and Thailand,
and was a director of publicly quoted Tempnsplc. In 2000, Media & Marketing awarded
CIA "Media Agency of the Year"

Aulhors' Notes
Acknowledgments
PART ONE: PRESENT IMPERFECT
Confluence of Change
Brands Under Threat
Tile New Consumer
A New Approach To Channels
A Diversity of Disciplines
Media Routes
An hnl,erfect Induslrv
PART TWO: THE 21 st CENTURY MARKETING COMMUN IC ATIONS PLAN
The New Dynamic
Tile Way Forward
Navigating the Maze
Most Frequently Asked Questions
PART TtlREE: BRAVE NEW WORLD
Rewriting the Rules
Appendix
Bibliography
Index