Research Catalog

Sticky marketing : why everything in marketing has changed and what to do about it

Title
Sticky marketing : why everything in marketing has changed and what to do about it / Grant Leboff.
Author
Leboff, Grant.
Publication
London, UK ; Philadelphia, USA : Kogan Page, 2011.

Items in the Library & Off-site

Filter by

1 Item

StatusFormatAccessCall NumberItem Location
Request for On-site UseRequest Scan
Not available - Please for assistance.
TextUse in library HF5415 .L362 2011Off-site

Details

Description
xiv, 217 pages : illustrations; 24 cm
Summary
"Sticky Marketing 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 be about value creation if businesses want to truly engage with their customers - to stop shouting and start a conversation. Only by providing value can businesses win the battle for customer attention."--Publisher description.
Subject
  • Marketing
  • Internet marketing
  • Information technology > Social aspects
  • Marketing
  • marketing
  • Business and Management
  • Information technology > Social aspects
  • Internet marketing
  • Kundrelationer
  • Marknadsföring
Bibliography (note)
  • Includes bibliographical references and index.
Contents
pt. 1. Prologue. pt. 2. Setting the scene. Printing press to internet -- 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.
ISBN
  • 9780749460501
  • 0749460504
  • 9780749460518
  • 0749460512
LCCN
2010031893
OCLC
  • ocn468979769
  • 468979769
  • SCSB-1636021
Owning Institutions
Princeton University Library