Sticky Marketing: Why Everything in Marketing Has Changed and What to Do About It - Couverture souple

Leboff, Grant

 
9780749460501: Sticky Marketing: Why Everything in Marketing Has Changed and What to Do About It
Couverture souple
ISBN 10 : 0749460504 ISBN 13 : 9780749460501
Editeur : Kogan Page Ltd, 2011

Synopsis

We live in a world were people have become empowered. Consumers can contact companies directly and they can talk to each other with a powerful voice they never had before. Sticky Marketing takes into account these fundamental changes and provides a new set of rules for effective communications in a world transformed by new technology. It introduces a new model of customer engagement and asks 'not what your marketing can do for you, but what your marketing can do for your customer'. Companies have to move away from the old marketing system of shouting messages at people to attracting them by providing value around their product or service - in other words by becoming 'sticky' or attractive. Grant Leboff argues that it is not 'return on investment' that matters but 'return on engagement', not your unique sales point (or USP), but your customer engagement point (your CEP), that will make the difference in today's cluttered marketplace. Sticky Marketing proves that marketing should now be about value creation if you want to truly engage with your customers. It is only by providing value that you can win the battle for customer attention - stop shouting and start a conversation.

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À propos de l'auteur

Grant Leboff 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, Grant Leboff is also a contributor to many business magazines and newspapers including, The Daily Telegraph, The Independent, and The Financial Times. Grant is also the author of Sticky Marketing and Stickier Marketing, both published by Kogan Page.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Kogan Page Ltd
Date d'édition
2011
Langue
anglais
ISBN 10 
0749460504
ISBN 13 
9780749460501
Reliure
Broché
Nombre de pages
232
Coordonnées du fabricant
non disponible
Personne responsable
non disponible