Free Gift Inside!!: Forget the Customer. Develop Marketease

ISBN-13: 9781841125466 / Angielski / Miękka / 2003 / 300 str.

Stephen Brown

Opis

Free Gift Inside offers an alternative solution to the difficulty of 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 Six Breakthrough Ideas
* A new concept that turns marketing on its head and offers a more effective answer to customer relationship management and permission marketing

Recenzje

"... the author of a maverick book on marketing ... [says] the marketing world ... has forgotten that it exists to sell things, not mollycoddle people." (Sunday Business Post, 5th October 2003)

" Free Gift Inside contains many of the examples of companies who have got the tease just right " (Financial Times, 16 October 2003)

" This book is certainly entertaining " (Market research News, 15 October 2003)

" He constantly pushes the boundaries of conventional thinking about marketing "(Belfast Telegraph, 3 November 2003)

" Brown s irreverent style makes this book a joy to read " (Marketing Business, November 2003)

I really enjoyed reading Free Gift Inside, it was like a breath of fresh air (What s New In Marketing, 2 December 2003)

" a book that made me laugh out loud, a book that made me think, a book that gave me hope "(City to Cities, February/March 2004)

Brown puts forward some interesting theories (EN Magazine June 2004)

Spis treści

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.

O autorze

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

Blurb

Heretical" Harvard Business Review

"The finest writer in our field today" Journal of Marketing

"Amusing and brilliant" Philip Kotler in HBR

Found it yet? Still looking, flicking, shaking? Wondering whether someone snaffled the free gift before you got here? Annoying, isn t it? Unsettling almost. Irritating to the point of infuriation, when you come to think about it.

You know, just because a book s called Free Gift Inside!! doesn t mean that it contains one. Whatever gave you that idea? What are you expecting to find, in any event? In addition to the free gift, that is. Another book about customer centricity? Yawn. A hymn to corporate social responsibility? Ho–hum. Lots of flow charts, bullet points, no–nonsense chapter summaries, and you–must–do–this–right–now–or–else recommendations? B–o–r–i–n–g. If that s what you want, then the copy–cat publications of the customer–led crew are right down the aisle. You re welcome to them.

However, if you really want to know the secret of marketing success. If you re sick and tired of management by boxes and arrows. If you re happy to grapple with polysyllables, can live without one word sentences, and have had it up to here with excess exclamation points, then this is the book for you. Really!!!

Free Gift Inside!! won t transform your company or make you rich. But then none of the others will either, despite their extravagant claims to the contrary. With Free Gift Inside!!, however, you re absolutely, categorically, unconditionally guaranteed one thing for certain. An absolute, categorical, unconditional guarantee.