Marketing to the Entitled Consumer: How to Turn Unreasonable Expectations into Lasting Relationships

Marketing to the Entitled Consumer: How to Turn Unreasonable Expectations into Lasting Relationships

by Nick Worth, Dave Frankland

Hardcover

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Product Details

ISBN-13: 9781684015597
Publisher: Mascot Books
Publication date: 10/30/2018
Pages: 304
Product dimensions: 6.00(w) x 9.00(h) x (d)

About the Author

Nick Worth is a marketing expert whose varied career has given him unique insights into the ascendance of digital consumer engagement. He’s worked in market research, board-level strategy, marketing technology, as a startup advisor, and, most notably, as a founder of Schematic, one of the world’s first and most successful digital agencies. With his partner, he took Schematic from a handful of people sitting at a booth in a Santa Monica coffee shop to 350 digital professionals serving companies as large as Google, NBC, and Sony. Currently the chief marketing officer of Selligent Marketing Cloud, Nick writes and speaks broadly about the many challenges facing today’s marketers, including technological advancements and Millennial engagement. A graduate of Harvard College and Oxford University, Nick lives in London.

Dave Frankland is an independent writer, consultant, and thought leader. He is a highly rated public speaker, having keynoted conferences around the world, and is equally comfortable addressing boardrooms and auditoriums. Before the term Big Data existed, Dave saw the trend and co-founded the customer intelligence (CI) practice at Forrester Research. Since then, he has helped executives at hundreds of companies to define their customer relationship strategy. He grew up in Dublin, Ireland, and holds degrees from the National University of Ireland, Galway; Trinity College Dublin; and the University of Stirling in Scotland. He lives in Florida with his wife and two children.

Table of Contents

Foreword Steve Young ix

Part 1 The Case for Consumer-First Marketing

Chapter 1 Unreasonable Expectations 3

Chapter 2 Marketing Overload 33

Chapter 3 Consumer-First Marketing 53

Part 2 The Elements of Consumer-First Marketing

Chapter 4 Diverse Data 87

Chapter 5 Omnichannel Engagement 111

Chapter 6 Reciprocal Value Forges Relationships 139

Chapter 7 Relevance Strengthens Relationships 165

Chapter 8 Respectful Empathy Preserves Relationships 183

Part 3 The Impact of Consumer-First Marketing

Chapter 9 The Path to Consumer-First Marketing 213

Chapter 10 The Consumer-First Future 239

About the Authors 258

Research Methodology 262

Acknowledgments 264

Endnotes 268

Index 280

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