UnMarketing : stop marketing, start engaging / Scott Stratten.
"For generations, marketing has been hypocritical. We've been taught to market to others the way we hate being marketed to (cold-calling, flyers, ads); yet we're all aware that no one likes to be marketed to. Potential and current customers want to be listened to, validated, and have...
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Full Text (via O'Reilly/Safari) |
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| Main Author: | |
| Other title: | Stop marketing, start engaging Un marketing |
| Format: | eBook |
| Language: | English |
| Published: |
Hoboken, N.J. :
J. Wiley & Sons,
©2012.
|
| Edition: | Rev. and updated. |
| Subjects: |
MARC
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| 100 | 1 | |a Stratten, Scott. | |
| 245 | 1 | 0 | |a UnMarketing : |b stop marketing, start engaging / |c Scott Stratten. |
| 246 | 3 | 0 | |a Stop marketing, start engaging |
| 246 | 3 | |a Un marketing | |
| 250 | |a Rev. and updated. | ||
| 260 | |a Hoboken, N.J. : |b J. Wiley & Sons, |c ©2012. | ||
| 300 | |a 1 online resource (xiv, 251 pages) : |b illustrations | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
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| 588 | 0 | |a Print version record. | |
| 504 | |a Includes bibliographical references and index. | ||
| 520 | |a "For generations, marketing has been hypocritical. We've been taught to market to others the way we hate being marketed to (cold-calling, flyers, ads); yet we're all aware that no one likes to be marketed to. Potential and current customers want to be listened to, validated, and have a platform to be heard -- especially online. This book shows people how to create a mindset and systems that perpetually attract the right customers. Instead of teaching the tired method of Push & Pray method (pushing out marketing messages, and praying people buy), UnMarketing focuses on the Pull & Stay technique (pulling your market towards you and staying/engaging with them, so when they have the need for your product/service, you're the logical choice). This revised edition has the following updates: Addition of two new chapters: "Awesomeness of Being an Author 2.0" and "UnBook Tour" New information on targeted Google and Facebook ads and how, even with these targeted ads, relationships are still important Updates to the chapter on Twitter versus Facebook versus Linked In Updates to/additions of any new terms (i.e. Twitter lists, Facebook chat, Google+) Updates to the chapter on Tweetathon, as more has been done on this project Updates to Chapter 28, "Stirring Coffee" "-- |c Provided by publisher. | ||
| 505 | 0 | |a UN MARKETING: Stop Marketing. Start Engaging.; Contents; Introduction; 1 Hierarchy of Buying; 2 A Word on Experts; 3 Trust Gap; 4 Restaurant That Didn't Get It; 5 Cold Calling; 6 Aiming Your Company at the Bottom of the Barrel; 7 Pull and Stay; 8 Reasons Why Companies Don't Use Social Media; 9 Social Media (Social Currency as Well); 10 Twitter versus Facebook versus LinkedIn versus Googleþ; 11 Social Media Platforming; 12 HARO-Platforming Example; 13 The Game Has Changed: Immediacy and Relevancy; 14 Publicized Customer Service; 15 Don't Bank on the Bold; 16 Seven Deadly Social Media Sins. | |
| 505 | 8 | |a 17 How Twitter Changed My Business18 Tassimo; 19 Local Twitter; 20 Domino's-Word of Mouth: Mouths Are Moving . . .; 21 Naked Pizza; 22 Don't Feed the Trolls; 23 Tweetathon; 24 Your Website-Old School versus New School; 25 Captchas; 26 Experience Gap; 27 Raising and Keeping the Bar High-Cirque; 28 Stirring Coffee; 29 Experience Gap for Small Biz; 30 Using Stop Start Continue; 31 Zappos; 32 Rockport; 33 FreshBooks; 34 Why You Can't Learn From Millionaires; 35 Transparency and Authenticity; 36 My Transparency on Twitter; 37 Your Transparency on Twitter; 38 Affiliates; 39 Testimonials. | |
| 505 | 8 | |a 40 Best Sellers41 Why Being a Work-at-Home Mom Is Bad for Business; 42 Hello? Walmart?; 43 Idea Creation; 44 Idea Delivery; 45 Doing In-Person Seminars; 46 Tele-Seminars; 47 Tele-Summits; 48 How and Why I Created a Summit Ebook Instead; 49 Viral Marketing; 50 Undercover UnMarketing; 51 Putting It Into Practice; 52 Lush; 53 Trade Shows; 54 Social Media at Trade Shows; 55 UnNetworking: Why Networking Events Are Evil; 56 The Awesomeness of Being a 2.0 Author; 57 The UnTour; 58 The UnEnd; Acknowledgments; Index. | |
| 650 | 0 | |a Relationship marketing. | |
| 650 | 0 | |a Viral marketing. | |
| 650 | 0 | |a Internet marketing. | |
| 650 | 0 | |a Social media. | |
| 650 | 7 | |a Internet marketing |2 fast | |
| 650 | 7 | |a Relationship marketing |2 fast | |
| 650 | 7 | |a Social media |2 fast | |
| 650 | 7 | |a Viral marketing |2 fast | |
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