入围思略特《战略与经营》季刊“2014最佳商业书籍之市场营销类”的三本著作表明,在当今的传播环境下,品牌需要与消费者和顾客建立更深入的关系。在媒体碎片化,数字化技术赋予消费者更大的权力,尤其是目标受众集中注意力时间缩短等背景下,营销这门学科在缓慢而稳步地进展着。如今人们花在营销信息上的时间更少,并且缺乏耐心,几乎每个年龄段都是如此。他们不但无视、跳过那些老式的广告,还花钱购买诸如Netflix之类根本不包含任何营销的服务。 Shortlisted in Strategy & Strategy Quarterly “Marketing in 2014 Best Business Books ”, the three books show that in today's communications environment brands need to have deeper relationships with consumers and customers. In the context of media fragmentation and greater empowerment of consumers by digital technology, especially with the target audience being short of time to focus, the discipline of marketing is slowly and steadily progressing. People spend less time marketing messages and are impatient, almost every age. Instead of ignoring them, skipping the old-fashioned ads, they also pay for services such as Netflix that do not have any marketing at all.