Title

2020: Irene J. Dickey, Milestone Book Selection

Honoree

Irene J. Dickey, University of DaytonFollow

Files

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

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.

Recommended Citation

Dickey, Irene J., "2020: Irene J. Dickey, Milestone Book Selection" (2020). Milestone Recognition Program. 64.
https://ecommons.udayton.edu/svc_milestone/64