stop marketing start engaging Stratten, Scott Primary Author mixed material bibliography Hoboken, New Jersey Wiley 2010 en English

Printed Material

xiii, 256p. : ill., indexs.; 23 cm. Stop marketing. Start UnMarketing. Consider marketing. It's a vital aspect of running a successful business, but lately its practices have been taking a beating. And why not? Do you like getting cold-called just when you sit down to dinner? Having your mailbox clogged with random offers you immediately toss? Do you listen carefully to the ads that interrupt your favorite TV show? Instead of trying the same tired methodes, what if you could have a new kind of conversation with your customers and prospects? if you’re ready to stop marketing and start engaging, then welcome to UnMarketing. Table of Contents : Introduction 1 Hierarchy of Buying 1 2 A Word on Experts 4 3 Trust Gap 7 4 Restaurant That Didn’t Get It 11 5 Cold Calling 15 6 Aiming Your Company at the Bottom of the Barrel 17 7 Pull and Stay 22 8 Reasons Why Companies Don’t Use Social Media 25 9 Social Media (Social Currency as Well) 27 10 Twitter versus Facebook versus Linkedln 31 11 Social Media Platforming 36 12 HARO Platforming Example 42 13 The Game Has Changed: Immediacy and Relevancy 44 14 Publicized Customer Service 47 15 Don’t Bank on the Bold 53 16 Seven Deadly Social Media Sins 55 17 How Twitter Changed My Business 63 18 Tassimo 70 19 Local Twitter 74 20 Dominos Word of Mouth: Mouths Are Moving 79 21 Naked Pizza 82 22 Don’t Feed the Trolls 85 23 Tweetathon 88 24 Your Web Site Old School versus New School 93 25 Captchas 104 26 Experience Gap 107 27 Raising and Keeping the Bar High Cirque 110 28 Stirring Coffee 113 29 Experience Gap for Small Biz 121 30 Using Stop Start Continue 124 31 Zappos 127 32 Rockport 133 33 FreshBooks 136 34 Why You Can’t Learn From Millionaires 139 35 Transparency and Authenticity 142 36 My Transparency on Twitter 145 37 Your Transparency on Twitter 147 38 Affiliates 150 39 Testimonials 152 40 Best Sellers 155 41 Why Being a Work-at-Home Mom Is Bad for Business 158 42 Hello? Walmart? 160 43 Idea Creation 163 44 Idea Delivery 166 45 Doing In-Person Seminars 172 46 Tele-Seminars 177 47 Tele-Summits 181 48 How and Why I Created a Summit E-Book Instead 185 49 Viral Marketing 191 50 Undercover UnMarketing 217 51 Putting It into Practice 223 52 Lush 227 53 Trade Shows 229 54 Social Media at Trade Shows 239 55 UnNetworking: Why Networking Events Are Evil 241 56 The UnEnd 246 Acknowledgments 249 Index 253 Customer Relationship Management Service Quality Business Customer relationship marketing Customer retention BDBA 9780470617878 Perpustakaan - Sekolah Tinggi Manajemen PPM Pusat Informasi Manajemen BDBA Str 35347 General (General) BDBA Str 38510 2011-12-15 00:00:00 2021-06-11 14:16:39 machine generated