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Sticky Marketing: Why Everything in Marketing Has Changed and What to Do about It |  |
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Sticky Marketing: Why Everything in Marketing Has Changed and What to Do about It | |
出版日期: 2011年2月28日
Sticky Marketing provides a new set of rules for effective communications in a world transformed by new technology. It introduces a new model of customer engagement and asks "not what your marketing can do for you, but what your marketing can do for your customer." Companies have to move away from the old marketing system of shouting messages at people to attracting them by providing value around their product or service - in other words by becoming 'sticky' or attractive. Grant Leboff argues that it is not 'return on investment' that matters but 'return on engagement,' not your unique sales point (or USP), but your customer engagement point (your CEP), that will make the difference in today's cluttered marketplace.
Sticky Marketing proves that marketing should be about value creation if businesses want to truly engage with their customers - to stop shouting and start a conversation. Only by providing value can businesses win the battle for customer attention.
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