2020: Irene J. Dickey, Milestone Book Selection
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Link
Link to item in catalog
Year of Recognition
2020
Recognition
Promotion to the rank of Principal Lecturer, Department of Management and Marketing
Book Selection
The Next Evolution in Marketing: Connect with Your Customers by Marketing With Meaning, by Bob Gilbreath
Keywords
Academic tenure, promotion, professional milestone
Recommended Citation
Dickey, Irene J., "2020: Irene J. Dickey, Milestone Book Selection" (2020). Milestone Recognition Program. 64.
https://ecommons.udayton.edu/svc_milestone/64
Why the honoree chose the book
This book had a strong impact on how I see the marketing function. It proposes a hierarchy of meaningful marketing that consists of three levels (loosely based on Maslow's hierarchy of needs): solution marketing, connection marketing and achievement marketing. It really communicates that when it comes to marketing to today's customers, it's not enough to win a share of their wallet. You've got to win their hearts and minds as well.