Human-Centered Marketing : How to Connect with Audiences in the Age of AI

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Human-Centered Marketing : How to Connect with Audiences in the Age of AI

Faus, Ashley/ Schwedelson, Jay (FRW)

ウェブストア価格 ¥29,055（本体¥26,414）
Kogan Page Ltd（2025/05発売）
外貨定価 US$ 134.00
ポイント 264pt

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製本 Hardcover:ハードカバー版／ページ数 256 p.
言語 ENG
商品コード 9781398619401
DDC分類 659.144

Full Description

DISTINGUISHED FAVORITE: NYC Big Book Award 2025 - Marketing & Public Relations

How can marketers rebuild trust in a crowded, data-driven world?

Human-Centered Marketing is a practical guide for mid- to senior-level marketers who want to design strategies that connect with real people, not just metrics. Written for professionals ready to evolve their approach, it introduces three proven frameworks to help you find, engage, and convert audiences with authenticity and impact.

Drawing on examples from brands including Adobe, HubSpot, and Edelman, this book shows you how to shift from linear funnels to dynamic, community-driven journeys, optimize your social strategy to go beyond conversation, and position yourself and your brand as a trusted industry voice.

You'll learn how to:
- Apply frameworks to build trust and drive measurable growth
- Map audience journeys that behave like playgrounds, not pipelines
- Evolve social strategies to nurture engaged, self-sustaining communities
- Develop thought leadership that shapes brand perception and loyalty

With detailed chapters, actionable tools, and field-tested examples, Human-Centered Marketing equips you to implement strategies that resonate in today's complex, fast-changing environment, while strengthening your career impact.

Themes include: strategy, principles, audience engagement, trust building, social media optimization, community leadership

Chapter - 01: Trust - the foundation that fuels business outcomes;
Chapter - 02: Content strategy - the right message to the right people;
Chapter - 03: Elements of the playground;
Chapter - 04: Tactics to increase reach, engagement, and conversion;
Chapter - 05: Metrics - from Owned to omni-channel;
Chapter - 06: The social media spectrum;
Chapter - 07: Engage in conversations on social media;
Chapter - 08: The power of community - online and offline;
Chapter - 09: Thought leadership;
Chapter - 10: Four pillars of thought leadership;
Chapter - 11: Evolve the marketing mix;
Chapter - 12: Build thought leaders;
Chapter - 13: Conclusion;