Stickier marketing : how to win customers in a digital age / Grant Leboff

Format:

Book

Author/Creator:

Leboff, Grant, author.

Standardized Title:

Sticky marketing

Language:

English

Subjects (All):

Marketing.

Internet marketing.

Information technology--Social aspects.

Information technology.

Physical Description:

1 online resource (viii, 255 pages) : illustrations

Edition:

Second edition

Place of Publication:

London : Kogan Page, 2014

Language Note:

English

System Details:

Mode of access: World Wide Web.

Summary:

"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"-- Provided by publisher.

Contents:

part one. Prologue

part two. Setting the scene

part three. Developing an effective marketing strategy

part four. Communicating the message

part five. It's not about you, it's about the customer

part six. Epilogue.

Notes:

Ensuring 'value' in every communication.

Includes bibliographical references and index.

Description based on print version record.

ISBN:

9780749471095

0749471093

OCLC:

869641788