UnMarketing : stop marketing. Start engaging / Scott Stratten.

Format:

Book

Author/Creator:

Stratten, Scott.

Language:

English

Subjects (All):

Relationship marketing.

Viral marketing.

Physical Description:

1 online resource (269 p.)

Edition:

Rev. and updated.

Other Title:

Stop marketing, start engaging

Un marketing

Place of Publication:

Hoboken, N.J. : Wiley, c2012.

Language Note:

English

System Details:

text file

Summary:

Stop marketing. Start UnMarketing. No one likes cold calls at dinnertime, junk mail overflowing your mailbox, and advertisements that interrupt your favorite shows. If this is ""marketing,"" then the world would probably prefer whatever is the opposite of that. If you're ready to stop marketing and start engaging, then welcome to UnMarketing. The landscape of business-customer relationships is changing, and UnMarketing gives you innovative ways out of the old ""Push and Pray"" rut. Instead, draw the right customers to you through listening and engagement, enabling you

Contents:

UN MARKETING: Stop Marketing. Start Engaging.; Contents; Introduction; 1 Hierarchy of Buying; 2 A Word on Experts; 3 Trust Gap; 4 Restaurant That Didn't Get It; 5 Cold Calling; 6 Aiming Your Company at the Bottom of the Barrel; 7 Pull and Stay; 8 Reasons Why Companies Don't Use Social Media; 9 Social Media (Social Currency as Well); 10 Twitter versus Facebook versus LinkedIn versus Googleþ; 11 Social Media Platforming; 12 HARO-Platforming Example; 13 The Game Has Changed: Immediacy and Relevancy; 14 Publicized Customer Service; 15 Don't Bank on the Bold; 16 Seven Deadly Social Media Sins

17 How Twitter Changed My Business18 Tassimo; 19 Local Twitter; 20 Domino's-Word of Mouth: Mouths Are Moving . . .; 21 Naked Pizza; 22 Don't Feed the Trolls; 23 Tweetathon; 24 Your Website-Old School versus New School; 25 Captchas; 26 Experience Gap; 27 Raising and Keeping the Bar High-Cirque; 28 Stirring Coffee; 29 Experience Gap for Small Biz; 30 Using Stop Start Continue; 31 Zappos; 32 Rockport; 33 FreshBooks; 34 Why You Can't Learn From Millionaires; 35 Transparency and Authenticity; 36 My Transparency on Twitter; 37 Your Transparency on Twitter; 38 Affiliates; 39 Testimonials

40 Best Sellers41 Why Being a Work-at-Home Mom Is Bad for Business; 42 Hello? Walmart?; 43 Idea Creation; 44 Idea Delivery; 45 Doing In-Person Seminars; 46 Tele-Seminars; 47 Tele-Summits; 48 How and Why I Created a Summit Ebook Instead; 49 Viral Marketing; 50 Undercover UnMarketing; 51 Putting It Into Practice; 52 Lush; 53 Trade Shows; 54 Social Media at Trade Shows; 55 UnNetworking: Why Networking Events Are Evil; 56 The Awesomeness of Being a 2.0 Author; 57 The UnTour; 58 The UnEnd; Acknowledgments; Index

Notes:

Includes index.

Includes bibliographical references and index.

ISBN:

9786613621733

9781280591907

1280591900

9781118288429

1118288424

9781118288405

1118288408

OCLC:

797919109