Brown Free Gift Inside!!

Forget the Customer. Develop Marketease
1. Auflage 2004
ISBN: 978-1-84112-602-9
Verlag: John Wiley & Sons
Format: PDF
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 300 Seiten, E-Book

Free Gift Inside! offers an alternative solution to the difficultyof selling to an already sated and sophisticated consumer.
* Based on the article "Torment Your Customers (They'll Love It"which Harvard Busines Review chose as one of 2002's SixBreakthrough Ideas
* A new concept that turns marketing on its head and offers a moreeffective answer to customer relationship management and permissionmarketing

Autoren/Hrsg.

Brown, Stephen

Inhaltsverzeichnis

Free Gifts.
Preface: Got them old, B1-B2, US visitors' visa blues.
Lesson 1: How to Win Business and Infuriate People.
Lesson 2: How to Cope With Canny Customers.
Lesson 3: How to Handle How-to Marketing Books.
Lesson 4: How to Trump the Trick-or-Treat.
Lesson 5: How to Employ Exclusivity Effectively.
Lesson 6: How to AMPLIFY.
Lesson 7: How to Sell Sham Secrets.
Lesson 8: How to Entertain When Entertainment is Everywhere.
Lesson 9: How to Do a Harry Potter.
Lesson 10: How to Get Out of Jail Free.
Lesson 11: How to Bait the Marketing Mousetrap.
Notes and References.
Acknowledgements.
Index.
Free Gift 1: The Disservice Encounter.
Free Gift 2: Authenticating Authenticity.
Free Gift 3: I am Not a Target Marketer.
Free Gift 4: The Elephant Men.
Free Gift 5: Slouching Towards Beal Feirste.
Free Gift 6: Two Cautionary Tales.
Free Gift 7: Absolut Amplification.
Free Gift 8: Opium, Alas.
Free Gift 9: One For the Money.
Free Gift 10: Alluring Marketing.
Free Gift 11: Texas Tingler.
Free Gift 12: There's Something About Larry.
Free Gift 13: Deconstructing Harry.
Free Gift 14: Deja New.
Free Gift 15: Boeing, Boeing, Bon.

Über Autor(innen)

Although his name is unfamiliar to most managers, Stephen Brown is the Antichrist of marketing academia. He is disdainful of customer-centric approaches to marketing and, as a consequence, has clashed publicly with numerous luminaries. Professor of Marketing Research at the University of Ulster, Stephen has held visiting positions at Northwestern University, the University of California and the University of Utah, among others. He has written or co-edited 13 books, including Marketing Apocalypse, Postmodern Marketing and Romancing the Market. His papers have been published in Harvard Business Review, Journal of Marketing, Journal of Advertising, Business Horizons and many more, winning various awards along the way. Additional information is available on his website, www.sfxbrown.com