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Stickier Marketing

How to Win Customers in a Digital Age

Medium: Buch
ISBN: 978-0-7494-7108-8
Verlag: Kogan Page
Erscheinungstermin: 01.02.2014
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In Sticky Marketing Grant Leboff argued that the old marketing system of shouting messages at people was finished, replaced by providing value around your product or service: brands needed to become sticky. This new edition of Sticky Marketing, Stickier Marketing, remains a complete guide to producing effective marketing communications in a world of consumers empowered by new digital technology who do not want to be shouted at but engaged with. It shows readers how providing return on engagement, rather than return on investment, and a customer engagement point, rather than a unique selling point, is what will make the difference in today's cluttered marketing place. Updated throughout, this new edition also includes brand new chapters on content marketing, discovery and mobile marketing.

Produkteigenschaften

  • Artikelnummer: 9780749471088
  • Medium: Buch
  • ISBN: 978-0-7494-7108-8
  • Verlag: Kogan Page
  • Erscheinungstermin: 01.02.2014
  • Sprache(n): Englisch
  • Auflage: 2. Auflage 2014
  • Produktform: Kartoniert, Paperback
  • Gewicht: 418 g
  • Seiten: 272
  • Format (B x H x T): 156 x 234 x 15 mm
  • Ausgabetyp: Kein, Unbekannt
  • Vorauflage: 978-0-7494-6050-1

Themen

Autoren/Hrsg.

Autoren

&lt;p&gt;&lt;b&gt;Grant Leboff&lt;/b&gt; is one of the UK's leading sales and marketing experts. Continually challenging received wisdom, Grant built a successful direct marketing company in 2002 and sold it six years later. He now serves as a non-executive director and also runs a strategic consultancy, Sticky Marketing Club, a consultancy which advises clients on sales and marketing strategies, building their brand and positioning it as market leader in their particular sector. A regular speaker at conferences around the world, &lt;b&gt;Grant Leboff&lt;/b&gt; is also a contributor to many business magazines and newspapers including, &lt;i&gt;The Daily Telegraph&lt;/i&gt;, &lt;i&gt;The Independent&lt;/i&gt;, and &lt;i&gt;The Financial Times&lt;/i&gt;. Grant is also the author of &lt;i&gt;&lt;b&gt;Sticky Marketing&lt;/b&gt; &lt;/i&gt;and &lt;i&gt;&lt;b&gt;Stickier Marketing&lt;/b&gt;&lt;/i&gt;, both published by Kogan Page.&lt;/p&gt;

  • Section - ONE: Prologue;
  • Section - TWO: Setting the scene;
    • Chapter - 01: Printing press to world wide web;
    • Chapter - 02: Scarcity to abundance;
    • Chapter - 03: Transactions to engagement;
  • Section - THREE: Developing an effective marketing strategy;
    • Chapter - 04: Benefits to problems;
    • Chapter - 05: Products to experiences;
    • Chapter - 06: Unique selling point to customer engagement points;
  • Section - FOUR: Communicating the message;
    • Chapter - 07: Messages to conversations;
    • Chapter - 08: Image to reputation;
    • Chapter - 09: Controlling to sharing;
  • Section - FIVE: It’s not about you, it’s about the customer;
    • Chapter - 10: Advertisements to content;
    • Chapter - 11: Broadcast to discovery;
    • Chapter - 12: Static to mobile;
  • Section - SIX: Epilogue; Customers to communities