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The Resource Stickier marketing : how to win customers in a digital age, Grant Leboff

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

Label
Stickier marketing : how to win customers in a digital age
Title
Stickier marketing
Title remainder
how to win customers in a digital age
Statement of responsibility
Grant Leboff
Creator
Subject
Language
eng
Summary
  • "The internet has revolutionized the way brands interact with their customers. In order to gain customers' attention and improve their engagement, companies need to provide personalization and become a trusted source of information. Stickier Marketing offers a set of rules for effective communications in the digital age by asking "not what your marketing can do for you, but what your marketing can do for your customer." Grant Leboff argues that it is not "return on investment" that matters but "return on engagement," not unique sales point (or USP), but customer engagement point (CEP), that will make the difference in today's cluttered marketplace. He covers four areas of CEP, which include partnerships, content, market positioning and emotional selling proposition, and encourages user generated content (UGC). This second edition has been thoroughly updated and includes three new chapters that focus on content, discovery and the mobile revolution"--
  • "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"--
Member of
Assigning source
  • Provided by publisher
  • Provided by publisher
Cataloging source
DLC
http://library.link/vocab/creatorName
Leboff, Grant
Dewey number
658.8/72
Index
index present
LC call number
HF5415
LC item number
.L362 2014
Literary form
non fiction
Nature of contents
bibliography
http://library.link/vocab/subjectName
  • Marketing
  • Internet marketing
  • Information technology
  • BUSINESS & ECONOMICS
  • BUSINESS & ECONOMICS
  • BUSINESS & ECONOMICS
  • BUSINESS & ECONOMICS
  • BUSINESS & ECONOMICS
  • Information technology
  • Internet marketing
  • Marketing
  • Online-Marketing
Label
Stickier marketing : how to win customers in a digital age, Grant Leboff
Instantiates
Publication
Bibliography note
Includes bibliographical references and index
Carrier category
volume
Carrier category code
  • nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Contents
Pt. 1. Prologue. What the Sex Pistols taught me about marketing -- Pt. 2. Setting the scene. Printing press to world wide web ; Scarcity to abundance ; Transactions to engagement -- Pt. 3. Developing an effective marketing strategy. Benefits to problems ; Products to experiences ; Unique selling point to customer engagement points -- Pt. 4. Communicating the message. Messages to conversations ; Image to reputation ; Controlling to sharing -- Pt. 5. It's not about you, it's about the customer. Advertisements to content ; Broadcast to discovery ; Static to mobile -- Pt. 6. Epilogue. Customers to communities
Control code
ocn862400727
Dimensions
24 cm
Edition
Second edition.
Extent
viii, 255 pages
Isbn
9780749471088
Lccn
2013044131
Media category
unmediated
Media MARC source
rdamedia
Media type code
  • n
System control number
  • (Sirsi) i9780749471088
  • (OCoLC)862400727
Label
Stickier marketing : how to win customers in a digital age, Grant Leboff
Publication
Bibliography note
Includes bibliographical references and index
Carrier category
volume
Carrier category code
  • nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Contents
Pt. 1. Prologue. What the Sex Pistols taught me about marketing -- Pt. 2. Setting the scene. Printing press to world wide web ; Scarcity to abundance ; Transactions to engagement -- Pt. 3. Developing an effective marketing strategy. Benefits to problems ; Products to experiences ; Unique selling point to customer engagement points -- Pt. 4. Communicating the message. Messages to conversations ; Image to reputation ; Controlling to sharing -- Pt. 5. It's not about you, it's about the customer. Advertisements to content ; Broadcast to discovery ; Static to mobile -- Pt. 6. Epilogue. Customers to communities
Control code
ocn862400727
Dimensions
24 cm
Edition
Second edition.
Extent
viii, 255 pages
Isbn
9780749471088
Lccn
2013044131
Media category
unmediated
Media MARC source
rdamedia
Media type code
  • n
System control number
  • (Sirsi) i9780749471088
  • (OCoLC)862400727

Library Locations

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