자료유형  

 단행본

Control Number  

n869641788

International Standard Book Number  

9780749471095 (electronic bk.)

International Standard Book Number  

0749471093 (electronic bk.)

International Standard Book Number  

9780749471088

International Standard Book Number  

0749471085 (Paper)

International Standard Book Number  

9780749471088 (Paper)

International Standard Book Number  

9781306406710 (MyiLibrary)

International Standard Book Number  

1306406714 (MyiLibrary)

Library of Congress Call Number  

HF5415 .L362 2014

Dewey Decimal Classification Number  

658.872

Main Entry-Personal Name  

Leboff, Grant.

Edition Statement  

2nd ed.

Publication, Distribution, etc. (Imprint  

London : Kogan Page, 2014

Physical Description  

1 online resource (viii, 255 pages) : illustrations

Formatted Contents Note  

완전내용Cover; 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.

Formatted Contents Note  

완전내용Chapter 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.

Formatted Contents Note  

완전내용Problem 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.

Formatted Contents Note  

완전내용The 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.

Formatted Contents Note  

완전내용Marketing 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.

General Note  

Ensuring 'value' in every communication.

Summary, Etc.  

요약In 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.

Bibliography, Etc. Note  

Includes bibliographical references and index.

Subject Added Entry-Topical Term  

Marketing

Subject Added Entry-Topical Term  

Internet marketing

Subject Added Entry-Topical Term  

Information technology Social aspects

Subject Added Entry-Topical Term  

Marketing History

Subject Added Entry-Topical Term  

Marketing Technological innovations

Subject Added Entry-Topical Term  

Marketing

Subject Added Entry-Topical Term  

BUSINESS & ECONOMICS Industrial Management.

Subject Added Entry-Topical Term  

BUSINESS & ECONOMICS Management.

Subject Added Entry-Topical Term  

BUSINESS & ECONOMICS Management Science.

Subject Added Entry-Topical Term  

BUSINESS & ECONOMICS Organizational Behavior.

Subject Added Entry-Topical Term  

Information technology Social aspects.

Subject Added Entry-Topical Term  

Internet marketing.

Subject Added Entry-Topical Term  

Marketing.

Additional Physical Form Entry  

Print versionLeboff, Grant. Stickier Marketing : How to Win Customers in a Digital Age. London : Kogan Page, ©2014 9780749471088

Electronic Location and Access  

로그인을 한후 보실 수 있는 자료입니다.

Control Number  

joongbu:441490