2020: Irene J. Dickey, Milestone Book Selection

Title

2020: Irene J. Dickey, Milestone Book Selection

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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.

2020: Irene J. Dickey, Milestone Book Selection

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