Stickier marketing :: how to win customers in a digital age /
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 produci...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
London :
Kogan Page,
2014.
|
| Ausgabe: | 2nd ed. |
| Schlagworte: | |
| Online-Zugang: | Volltext |
| Zusammenfassung: | 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 po. |
| Beschreibung: | Ensuring 'value' in every communication. |
| Beschreibung: | 1 online resource (viii, 255 pages) : illustrations |
| Bibliographie: | Includes bibliographical references and index. |
| ISBN: | 9780749471095 0749471093 |
Internformat
MARC
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| 245 | 1 | 0 | |a Stickier marketing : |b how to win customers in a digital age / |c Grant Leboff. |
| 250 | |a 2nd ed. | ||
| 260 | |a London : |b Kogan Page, |c 2014. | ||
| 300 | |a 1 online resource (viii, 255 pages) : |b illustrations | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
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| 505 | 0 | |a Cover; Title; Copyright; Contents; List of Figures and Tables; List of Abbreviations; Part One: Prologue; What the Sex Pistols taught me about marketing; Part Two: Setting the scene; Chapter 01: Printing press to world wide web; The development of communication; The limitations of traditional communication channels; The web's impact on communication; The web's influence on global change; Key point summary; Chapter 02: Scarcity to abundance; The abundance of choice and information; The 'shouting' lost its value; Where customers now go for information; Key point summary. | |
| 505 | 8 | |a Chapter 03: Transactions to engagementThe limitations of traditional 'relationship marketing'; Striving for 'relationships' is not enough; Introducing 'customer engagement' marketing; From 'return on investment' to 'return on engagement'; Engaging on your customers' terms; Becoming a trusted source of information; Key point summary; Part Three: Developing an effective marketing strategy; Chapter 04: Benefits to problems; An example of transactional marketing; The alternative approach: providing value around your product or service; The shortcomings of benefit messaging; Ask the right question. | |
| 505 | 8 | |a Problem Maps®Using Problem Maps® as the basis for engagement; Key point summary; Chapter 05: Products to experiences; The value is in the experience; Developing the experience; The importance of strategic partnerships; Embracing the idea of providing experiences; Participation; The web encourages participation; Marketing's move from tactics to strategy; The changing dynamic between sales and marketing; The role of delivery mechanisms; Key point summary; Chapter 06: Unique selling point to customer engagement points; Why the USP will not sell experiences. | |
| 505 | 8 | |a The journey to customer engagement pointsAn engagement strategy means becoming attractive; The importance of a 'narrative'; Introducing customer engagement points; Key point summary; Part Four: Communicating the message; Chapter 07: Messages to conversations; Power to the people; Becoming 'part of the conversation'; User-generated content and co-creation; The importance of social platforms; The importance of the 'social graph'; Identifying the 'influencers'; Working with 'key' influencers; Key point summary; Chapter 08: Image to reputation; How we all became marketers. | |
| 505 | 8 | |a Marketing is a conversationThe move to authenticity; Communications in trusted networks and social platforms; The 'social web'; The importance of values; Developing a narrative; Key point summary; Chapter 09: Controlling to sharing; The changing nature of competition; The mindset of abundance; The importance of sharing and collaboration; Personalization and the new working environment; Co-creation with customers; A new age of openness; Key point summary; Part Five: It's not about you, it's about the customer; Chapter 10: Advertisements to content; Understanding your customer's world. | |
| 500 | |a Ensuring 'value' in every communication. | ||
| 520 | |a 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 po. | ||
| 588 | 0 | |a Print version record. | |
| 504 | |a Includes bibliographical references and index. | ||
| 546 | |a English. | ||
| 650 | 0 | |a Marketing. |0 http://id.loc.gov/authorities/subjects/sh85081333 | |
| 650 | 0 | |a Internet marketing. |0 http://id.loc.gov/authorities/subjects/sh95005028 | |
| 650 | 0 | |a Information technology |x Social aspects. | |
| 650 | 2 | |a Marketing |0 https://id.nlm.nih.gov/mesh/D040541 | |
| 650 | 6 | |a Marketing. | |
| 650 | 6 | |a Marketing sur Internet. | |
| 650 | 6 | |a Technologie de l'information |x Aspect social. | |
| 650 | 7 | |a marketing. |2 aat | |
| 650 | 7 | |a Market Research. |2 bicssc | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Industrial Management. |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Management. |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Management Science. |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Organizational Behavior. |2 bisacsh | |
| 650 | 7 | |a Information technology |x Social aspects |2 fast | |
| 650 | 7 | |a Internet marketing |2 fast | |
| 650 | 7 | |a Marketing |2 fast | |
| 650 | 7 | |a Business & Management. |2 thema | |
| 650 | 7 | |a Sales & marketing management. |2 thema | |
| 650 | 7 | |a Business communication & presentation. |2 thema | |
| 650 | 7 | |a Market research. |2 thema | |
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| 655 | 4 | |a Electronic books. | |
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| 776 | 0 | 8 | |i Print version: |a Leboff, Grant. |t Stickier Marketing : How to Win Customers in a Digital Age. |d London : Kogan Page, ©2014 |z 9780749471088 |
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| adam_text | |
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| author | Leboff, Grant |
| author_GND | http://id.loc.gov/authorities/names/n2007052437 |
| author_facet | Leboff, Grant |
| author_role | |
| author_sort | Leboff, Grant |
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| building | Verbundindex |
| bvnumber | localFWS |
| callnumber-first | H - Social Science |
| callnumber-label | HF5415 |
| callnumber-raw | HF5415 .L362 2014 |
| callnumber-search | HF5415 .L362 2014 |
| callnumber-sort | HF 45415 L362 42014 |
| callnumber-subject | HF - Commerce |
| collection | ZDB-4-EBU |
| contents | Cover; Title; Copyright; Contents; List of Figures and Tables; List of Abbreviations; Part One: Prologue; What the Sex Pistols taught me about marketing; Part Two: Setting the scene; Chapter 01: Printing press to world wide web; The development of communication; The limitations of traditional communication channels; The web's impact on communication; The web's influence on global change; Key point summary; Chapter 02: Scarcity to abundance; The abundance of choice and information; The 'shouting' lost its value; Where customers now go for information; Key point summary. Chapter 03: Transactions to engagementThe limitations of traditional 'relationship marketing'; Striving for 'relationships' is not enough; Introducing 'customer engagement' marketing; From 'return on investment' to 'return on engagement'; Engaging on your customers' terms; Becoming a trusted source of information; Key point summary; Part Three: Developing an effective marketing strategy; Chapter 04: Benefits to problems; An example of transactional marketing; The alternative approach: providing value around your product or service; The shortcomings of benefit messaging; Ask the right question. Problem Maps®Using Problem Maps® as the basis for engagement; Key point summary; Chapter 05: Products to experiences; The value is in the experience; Developing the experience; The importance of strategic partnerships; Embracing the idea of providing experiences; Participation; The web encourages participation; Marketing's move from tactics to strategy; The changing dynamic between sales and marketing; The role of delivery mechanisms; Key point summary; Chapter 06: Unique selling point to customer engagement points; Why the USP will not sell experiences. The journey to customer engagement pointsAn engagement strategy means becoming attractive; The importance of a 'narrative'; Introducing customer engagement points; Key point summary; Part Four: Communicating the message; Chapter 07: Messages to conversations; Power to the people; Becoming 'part of the conversation'; User-generated content and co-creation; The importance of social platforms; The importance of the 'social graph'; Identifying the 'influencers'; Working with 'key' influencers; Key point summary; Chapter 08: Image to reputation; How we all became marketers. Marketing is a conversationThe move to authenticity; Communications in trusted networks and social platforms; The 'social web'; The importance of values; Developing a narrative; Key point summary; Chapter 09: Controlling to sharing; The changing nature of competition; The mindset of abundance; The importance of sharing and collaboration; Personalization and the new working environment; Co-creation with customers; A new age of openness; Key point summary; Part Five: It's not about you, it's about the customer; Chapter 10: Advertisements to content; Understanding your customer's world. |
| ctrlnum | (OCoLC)869641788 |
| dewey-full | 658.872 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.872 |
| dewey-search | 658.872 |
| dewey-sort | 3658.872 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 2nd ed. |
| format | Electronic eBook |
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:</subfield><subfield code="b">illustrations</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="a">text</subfield><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="a">computer</subfield><subfield code="b">c</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="a">online resource</subfield><subfield code="b">cr</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="347" ind1=" " ind2=" "><subfield code="a">data file</subfield></datafield><datafield tag="505" ind1="0" ind2=" "><subfield code="a">Cover; Title; Copyright; Contents; List of Figures and Tables; List of Abbreviations; Part One: Prologue; What the Sex Pistols taught me about marketing; Part Two: Setting the scene; Chapter 01: Printing press to world wide web; The development of communication; The limitations of traditional 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| genre | Electronic books. History fast |
| genre_facet | Electronic books. History |
| id | ZDB-4-EBU-ocn869641788 |
| illustrated | Illustrated |
| indexdate | 2024-11-26T14:49:13Z |
| institution | BVB |
| isbn | 9780749471095 0749471093 |
| language | English |
| oclc_num | 869641788 |
| open_access_boolean | |
| owner | MAIN DE-863 DE-BY-FWS |
| owner_facet | MAIN DE-863 DE-BY-FWS |
| physical | 1 online resource (viii, 255 pages) : illustrations |
| psigel | ZDB-4-EBU |
| publishDate | 2014 |
| publishDateSearch | 2014 |
| publishDateSort | 2014 |
| publisher | Kogan Page, |
| record_format | marc |
| spelling | Leboff, Grant. https://id.oclc.org/worldcat/entity/E39PCjyJvBjVWvbfTptRFdkj3P http://id.loc.gov/authorities/names/n2007052437 Stickier marketing : how to win customers in a digital age / Grant Leboff. 2nd ed. London : Kogan Page, 2014. 1 online resource (viii, 255 pages) : illustrations text txt rdacontent computer c rdamedia online resource cr rdacarrier data file Cover; Title; Copyright; Contents; List of Figures and Tables; List of Abbreviations; Part One: Prologue; What the Sex Pistols taught me about marketing; Part Two: Setting the scene; Chapter 01: Printing press to world wide web; The development of communication; The limitations of traditional communication channels; The web's impact on communication; The web's influence on global change; Key point summary; Chapter 02: Scarcity to abundance; The abundance of choice and information; The 'shouting' lost its value; Where customers now go for information; Key point summary. Chapter 03: Transactions to engagementThe limitations of traditional 'relationship marketing'; Striving for 'relationships' is not enough; Introducing 'customer engagement' marketing; From 'return on investment' to 'return on engagement'; Engaging on your customers' terms; Becoming a trusted source of information; Key point summary; Part Three: Developing an effective marketing strategy; Chapter 04: Benefits to problems; An example of transactional marketing; The alternative approach: providing value around your product or service; The shortcomings of benefit messaging; Ask the right question. Problem Maps®Using Problem Maps® as the basis for engagement; Key point summary; Chapter 05: Products to experiences; The value is in the experience; Developing the experience; The importance of strategic partnerships; Embracing the idea of providing experiences; Participation; The web encourages participation; Marketing's move from tactics to strategy; The changing dynamic between sales and marketing; The role of delivery mechanisms; Key point summary; Chapter 06: Unique selling point to customer engagement points; Why the USP will not sell experiences. The journey to customer engagement pointsAn engagement strategy means becoming attractive; The importance of a 'narrative'; Introducing customer engagement points; Key point summary; Part Four: Communicating the message; Chapter 07: Messages to conversations; Power to the people; Becoming 'part of the conversation'; User-generated content and co-creation; The importance of social platforms; The importance of the 'social graph'; Identifying the 'influencers'; Working with 'key' influencers; Key point summary; Chapter 08: Image to reputation; How we all became marketers. Marketing is a conversationThe move to authenticity; Communications in trusted networks and social platforms; The 'social web'; The importance of values; Developing a narrative; Key point summary; Chapter 09: Controlling to sharing; The changing nature of competition; The mindset of abundance; The importance of sharing and collaboration; Personalization and the new working environment; Co-creation with customers; A new age of openness; Key point summary; Part Five: It's not about you, it's about the customer; Chapter 10: Advertisements to content; Understanding your customer's world. Ensuring 'value' in every communication. 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 po. Print version record. Includes bibliographical references and index. English. Marketing. http://id.loc.gov/authorities/subjects/sh85081333 Internet marketing. http://id.loc.gov/authorities/subjects/sh95005028 Information technology Social aspects. Marketing https://id.nlm.nih.gov/mesh/D040541 Marketing. Marketing sur Internet. Technologie de l'information Aspect social. marketing. aat Market Research. bicssc BUSINESS & ECONOMICS Industrial Management. bisacsh BUSINESS & ECONOMICS Management. bisacsh BUSINESS & ECONOMICS Management Science. bisacsh BUSINESS & ECONOMICS Organizational Behavior. bisacsh Information technology Social aspects fast Internet marketing fast Marketing fast Business & Management. thema Sales & marketing management. thema Business communication & presentation. thema Market research. thema Business and Management. ukslc Electronic books. History fast has work: Sticky marketing (Text) https://id.oclc.org/worldcat/entity/E39PCFvPwCTkrWPBVtYK4djhBP https://id.oclc.org/worldcat/ontology/hasWork Print version: Leboff, Grant. Stickier Marketing : How to Win Customers in a Digital Age. London : Kogan Page, ©2014 9780749471088 FWS01 ZDB-4-EBU FWS_PDA_EBU https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=845658 Volltext |
| spellingShingle | Leboff, Grant Stickier marketing : how to win customers in a digital age / Cover; Title; Copyright; Contents; List of Figures and Tables; List of Abbreviations; Part One: Prologue; What the Sex Pistols taught me about marketing; Part Two: Setting the scene; Chapter 01: Printing press to world wide web; The development of communication; The limitations of traditional communication channels; The web's impact on communication; The web's influence on global change; Key point summary; Chapter 02: Scarcity to abundance; The abundance of choice and information; The 'shouting' lost its value; Where customers now go for information; Key point summary. Chapter 03: Transactions to engagementThe limitations of traditional 'relationship marketing'; Striving for 'relationships' is not enough; Introducing 'customer engagement' marketing; From 'return on investment' to 'return on engagement'; Engaging on your customers' terms; Becoming a trusted source of information; Key point summary; Part Three: Developing an effective marketing strategy; Chapter 04: Benefits to problems; An example of transactional marketing; The alternative approach: providing value around your product or service; The shortcomings of benefit messaging; Ask the right question. Problem Maps®Using Problem Maps® as the basis for engagement; Key point summary; Chapter 05: Products to experiences; The value is in the experience; Developing the experience; The importance of strategic partnerships; Embracing the idea of providing experiences; Participation; The web encourages participation; Marketing's move from tactics to strategy; The changing dynamic between sales and marketing; The role of delivery mechanisms; Key point summary; Chapter 06: Unique selling point to customer engagement points; Why the USP will not sell experiences. The journey to customer engagement pointsAn engagement strategy means becoming attractive; The importance of a 'narrative'; Introducing customer engagement points; Key point summary; Part Four: Communicating the message; Chapter 07: Messages to conversations; Power to the people; Becoming 'part of the conversation'; User-generated content and co-creation; The importance of social platforms; The importance of the 'social graph'; Identifying the 'influencers'; Working with 'key' influencers; Key point summary; Chapter 08: Image to reputation; How we all became marketers. Marketing is a conversationThe move to authenticity; Communications in trusted networks and social platforms; The 'social web'; The importance of values; Developing a narrative; Key point summary; Chapter 09: Controlling to sharing; The changing nature of competition; The mindset of abundance; The importance of sharing and collaboration; Personalization and the new working environment; Co-creation with customers; A new age of openness; Key point summary; Part Five: It's not about you, it's about the customer; Chapter 10: Advertisements to content; Understanding your customer's world. Marketing. http://id.loc.gov/authorities/subjects/sh85081333 Internet marketing. http://id.loc.gov/authorities/subjects/sh95005028 Information technology Social aspects. Marketing https://id.nlm.nih.gov/mesh/D040541 Marketing. Marketing sur Internet. Technologie de l'information Aspect social. marketing. aat Market Research. bicssc BUSINESS & ECONOMICS Industrial Management. bisacsh BUSINESS & ECONOMICS Management. bisacsh BUSINESS & ECONOMICS Management Science. bisacsh BUSINESS & ECONOMICS Organizational Behavior. bisacsh Information technology Social aspects fast Internet marketing fast Marketing fast Business & Management. thema Sales & marketing management. thema Business communication & presentation. thema Market research. thema Business and Management. ukslc |
| subject_GND | http://id.loc.gov/authorities/subjects/sh85081333 http://id.loc.gov/authorities/subjects/sh95005028 https://id.nlm.nih.gov/mesh/D040541 |
| title | Stickier marketing : how to win customers in a digital age / |
| title_auth | Stickier marketing : how to win customers in a digital age / |
| title_exact_search | Stickier marketing : how to win customers in a digital age / |
| title_full | Stickier marketing : how to win customers in a digital age / Grant Leboff. |
| title_fullStr | Stickier marketing : how to win customers in a digital age / Grant Leboff. |
| title_full_unstemmed | Stickier marketing : how to win customers in a digital age / Grant Leboff. |
| title_short | Stickier marketing : |
| title_sort | stickier marketing how to win customers in a digital age |
| title_sub | how to win customers in a digital age / |
| topic | Marketing. http://id.loc.gov/authorities/subjects/sh85081333 Internet marketing. http://id.loc.gov/authorities/subjects/sh95005028 Information technology Social aspects. Marketing https://id.nlm.nih.gov/mesh/D040541 Marketing. Marketing sur Internet. Technologie de l'information Aspect social. marketing. aat Market Research. bicssc BUSINESS & ECONOMICS Industrial Management. bisacsh BUSINESS & ECONOMICS Management. bisacsh BUSINESS & ECONOMICS Management Science. bisacsh BUSINESS & ECONOMICS Organizational Behavior. bisacsh Information technology Social aspects fast Internet marketing fast Marketing fast Business & Management. thema Sales & marketing management. thema Business communication & presentation. thema Market research. thema Business and Management. ukslc |
| topic_facet | Marketing. Internet marketing. Information technology Social aspects. Marketing Marketing sur Internet. Technologie de l'information Aspect social. marketing. Market Research. BUSINESS & ECONOMICS Industrial Management. BUSINESS & ECONOMICS Management. BUSINESS & ECONOMICS Management Science. BUSINESS & ECONOMICS Organizational Behavior. Information technology Social aspects Internet marketing Business & Management. Sales & marketing management. Business communication & presentation. Market research. Business and Management. Electronic books. History |
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| work_keys_str_mv | AT leboffgrant stickiermarketinghowtowincustomersinadigitalage |