The Customer-Driven Marketing Handbook

Building Marketing Plans That Capture and Convert
1. Auflage 2025
ISBN: 978-1-3986-2242-5
Verlag: Kogan Page

Buch, Englisch, 248 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 666 g

Looking to create marketing plans that truly connect with your customers?

The Customer-Driven Marketing Handbook by Fab Giovanetti is your guide to building effective marketing strategies that focus on real customer relationships. Designed for early to mid-career professionals, this book breaks down marketing essentials into clear, manageable steps. It helps you understand what works for your brand and shows you how to refresh your plans to keep pace with a fast-changing marketing world, using real-world examples from Gymshark, Headspace and Notion.

You'll learn how to:

- Build marketing strategies based on genuine customer connections
- Understand key concepts like loyalty, advocacy and consumer psychology
- Know your essentials for creating adaptable, purpose-driven marketing plans
- Develop clear metrics to measure your marketing success and growth

This practical guide will boost your confidence and skills, helping you create marketing plans that win hearts and deliver results.

Themes include: Customer-focused marketing, Relationship building, Beginner-friendly frameworks, Real-world examples, Measuring success

Autoren/Hrsg.

Giovanetti, Fab

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Management Strategisches Management
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Kundenbeziehungsmanagement, Kundenpflege

Inhaltsverzeichnis

Section - ONE: Introduction - Building a Marketing Plan Chapter - 00: Introduction: Navigating the New Marketing Landscape Chapter - 01: The Evolution of Marketing Strategies Chapter - 02: Building Relationships: The Core of Marketing Chapter - 03: Trust: The Currency of Modern Marketing Chapter - 04: Building a Marketing Plan: A Practical Guide Section - TWO: Making Your Strategy Customer-Centric Chapter - 05: Identifying Customer Pain Points Chapter - 06: Creating Brand Awareness Through Belonging Chapter - 07: Building Emotional Connections Through Personalisation Chapter - 08: Turning Trust Into Conversions with Surprise and Delight Chapter - 09: Retaining Loyal Customers Through Feedback Chapter - 10: Empowering Advocates Through Shared Rituals Section - THREE: Measuring and Adapting Your Efforts Chapter - 11: Experimentation: How Testing Drives Results Chapter - 12: Measuring Success and Adapting to Change Chapter - 13: Conclusion: Better Marketing for Marketers

Über Autor(innen)

Giovanetti, Fab
Fab Giovanetti is an award-winning author, entrepreneur and marketing consultant. As the CEO and head teacher of Alt Marketing School, she supports individuals to make a positive impact through their marketing efforts. Based in Cambridge, UK she has featured in The Next Web, Business Insider and Forbes amongst others and has been nominated as one of the 50 digital women as well as one of the Top 100 Marketers in 2023 by Growth Daily and in the Top 100 Marketing Influencers Index of 2023.