Title
2020: Irene J. Dickey, Milestone Book Selection
Files
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
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.