Haydn, Tchaikovsky, and Brahms, oh, my! The beginner's guide to classical music Classical Music For Dummies is a friendly, funny, easy-to-understand guide to composers, instruments, orchestras, concerts, recordings, and more. Classical music is widely considered one of the pinnacles of human achievement, and this informative guide will shows you just how beautiful and rewarding it can be. You'll learn how Bach is different from Beethoven, how Mozart is different still, and why not all "classical" music is actually Classical if it's really Baroque or Romantic. You'll be introduced to the composers and their work, and discover the groundbreaking pieces that shake the world every time they're played. Begin building your classical music library with the essential recordings that define orchestral, choral, and operatic beauty as you get acquainted with the orchestras and musicians that bring the composers to life. Whether you want to play classical music or just learn more about it, Classical Music For Dummies will teach you everything you need to know to get the most out of this increasingly popular genre. Distinguish flute from piccolo, violin from viola, and trumpet from trombone Learn the difference between overtures, requiems, arias, and masses Explore the composers that shaped music as we know it Discover the recordings your music library cannot be without Classical music has begun sneaking into the mainstream – if your interest has been piqued, there's never been a better time to develop an appreciation for this incredibly rich, complex, and varied body of work. Classical Music For Dummies lays the groundwork, and demonstrates just how amazing classical music can be.
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Lee John. The Rise of the Platform Marketer
FOREWORD
PREFACE
ACKNOWLEDGMENTS
CHAPTER 1. THE AGE OF THE CUSTOMER
CHAPTER 2. THE AD TECH ECOSYSTEM
CHAPTER 3. INTRODUCING THE PLATFORM MARKETER
CHAPTER 4. IDENTITY MANAGEMENT
CHAPTER 5. AUDIENCE MANAGEMENT
CHAPTER 6. THE PRIVACY PARADOX
CHAPTER 7. MEDIA OPTIMIZATION
CHAPTER 8. CHANNEL OPTIMIZATION
CHAPTER 9. EXPERIENCE DESIGN AND CREATION
CHAPTER 10. AUDIENCE PLATFORM UTILIZATION
CHAPTER 11. MEASUREMENT AND ATTRIBUTION
CHAPTER 12. MARKETING TECHNOLOGY STACK
CHAPTER 13. ORGANIZING FOR SUCCESS
ABOUT THE AUTHORS
ABOUT MERKLE
INDEX
WILEY END USER LICENSE AGREEMENT
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In 25 years leading a growing, evolving customer relationship marketing company, I have witnessed a number of major industry shifts, propelled by advancements in technology, increased access to data, and improvements in analytic techniques. The digitization of just about everything in the lives of consumers has brought about the greatest shift of all – the ability for marketers to customize the brand experience to the individual customer. Through personalized interactions that take place via online and offline media and channels, across multiple screens and platforms, throughout the customer lifecycle, today's marketer can truly optimize the value of the customer portfolio. The opportunity of addressability at scale far surpasses those of eras past.
My colleagues, Craig Dempster and John Lee, were among the forward-thinking leaders who recognized this opportunity early on. Together, we spent the first few years of this decade developing a customer relationship marketing (CRM) approach we call Connected CRM (cCRM)®, which has proven itself in activating customer-centric strategies for Merkle's Fortune 1000 clients.
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With that experience, we have expanded our thinking. We have cultivated a deeper understanding of the addressable audience platforms and further honed the Platform Marketer skills, whose influence and complexity we didn't fully realize when I wrote cCRM.
As the market's movement toward digital accelerates, so does the movement of marketing spend, with brands investing in new technologies that enable addressability in all their customer interactions. These growing and constantly fragmenting digital audience platforms, such as Facebook, Google, and Twitter, are the new frontier of marketing. They open countless avenues for creating relevant engagements with consumers. The opportunity is so vast and multifaceted, we've come to realize that marketers must begin to retool themselves, at the most foundational level, in order to master the rapidly proliferating digital platform opportunity.
