Igniting Customer Connections: Fire Up Your Company's Growth By Multiplying Customer Experience and Engagement

The traditional marketing metaphor of a campaign, a battle for attention with a clear launch date and endpoint, doesnt work anymore in an always on, ever-evolving world. Today, building brand awareness is in the hands of consumers more than marketers. And ROI is no longer the only (or correct) way to determine market spend and quantify results. Instead, this book sets forth a refreshingly different conceptReturn On Brand Equity and Business Equity, or ROE2. It shows readers how to make a re...