Stickier Marketing – How to Win Customers in a Digital Age

en Limba Engleză Paperback – 2 feb 2014

A guide to produce effective marketing communications in a world of consumers empowered by digital technology. 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.

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Specificații

ISBN-13: 9780749471088
ISBN-10: 0749471085
Pagini: 272
Ilustrații: black & white illustrations
Dimensiuni: 156 x 234 x 15 mm
Greutate: 0.39 kg
Ediția:2. Auflage.
Editura: Kogan Page

Cuprins

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

Notă biografică

Grant Leboff

Papetărie, jocuri, reviste