Unmarketing : stop marketing, start engaging

Unmarketing stop marketing, start engaging

From one of the leading experts in viral and social marketing-market your business effectively to today's customers For generations, marketing has been hypocritical. We've been taught to market to others in ways we hate being marketed to (cold-calling, flyers, ads, etc.). So why do we stil...

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Detalles Bibliográficos
Otros Autores: Stratten, Scott, author (author)
Formato: Libro electrónico
Idioma:Inglés
Publicado: Hoboken, New Jersey : John Wiley & Sons, Inc 2010.
Edición:1st edition
Materias:
Relationship marketing.
Viral marketing.
Ver en Biblioteca Universitat Ramon Llull:https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009628437306719
Tabla de Contenidos:
  • Intro
  • Title Page
  • Copyright
  • Dedication
  • Introduction
  • Chapter 1: Hierarchy of Buying
  • Chapter 2: A Word on Experts
  • Chapter 3: Trust Gap
  • Chapter 4: Restaurant That Didn't Get It
  • Chapter 5: Cold Calling
  • Chapter 6: Aiming Your Company at the Bottom of the Barrel
  • The Better Bottom of the Barrel
  • Chapter 7: Pull and Stay
  • Chapter 8: Reasons Why Companies Don't Use Social Media
  • Chapter 9: Social Media (Social Currency as Well)
  • Chapter 10: Twitter versus Facebook versus LinkedIn versus Google+
  • Facebook
  • LinkedIn
  • Twitter
  • Google+
  • Chapter 11: Social Media Platforming
  • Chapter 12: HARO-Platforming Example
  • Chapter 13: The Game Has Changed: Immediacy and Relevancy
  • Chapter 14: Publicized Customer Service
  • Chapter 15: Don't Bank on the Bold
  • Chapter 16: Seven Deadly Social Media Sins
  • Greed
  • Gluttony
  • Sloth
  • Envy
  • Wrath
  • Lust
  • Pride
  • Chapter 17: How Twitter Changed My Business
  • Chapter 18: Tassimo
  • Chapter 19: Local Twitter
  • Chapter 20: Domino's-Word of Mouth: Mouths Are Moving . . .
  • Chapter 21: Naked Pizza
  • Chapter 22: Don't Feed the Trolls
  • Chapter 23: Tweetathon
  • Chapter 24: Your Website-Old School versus New School
  • Brochure versus Hub
  • Pitch versus Authenticity Newsletters
  • Static versus Dynamic
  • Our Site versus Your Site
  • I'm Great versus You're Great
  • A Jungle versus a Map
  • High versus Low Barrier to Engagement
  • Chapter 25: Captchas
  • Pop-Ups
  • Chapter 26: Experience Gap
  • Chapter 27: Raising and Keeping the Bar High-Cirque
  • Chapter 28: Stirring Coffee
  • Chapter 29: Experience Gap for Small Biz
  • Chapter 30: Using Stop Start Continue
  • Chapter 31: Zappos
  • Chapter 32: Rockport
  • Chapter 33: FreshBooks
  • Chapter 34: Why You Can't Learn From Millionaires
  • Chapter 35: Transparency and Authenticity.
  • Chapter 36: My Transparency on Twitter
  • Chapter 37: Your Transparency on Twitter
  • Chapter 38: Affiliates
  • Chapter 39: Testimonials
  • Chapter 40: Best Sellers
  • Chapter 41: Why Being a Work-at-Home Mom Is Bad for Business
  • Chapter 42: Hello? Walmart?
  • Chapter 43: Idea Creation
  • Chapter 44: Idea Delivery
  • Chapter 45: Doing In-Person Seminars
  • Chapter 46: Tele-Seminars
  • Chapter 47: Tele-Summits
  • Chapter 48: How and Why I Created a Summit Ebook Instead
  • Chapter 49: Viral Marketing
  • The Landing Page
  • Emotion-How Do You Decide?
  • Be Prepared for Success
  • Chapter 50: Undercover UnMarketing
  • Chapter 51: Putting It Into Practice
  • Chapter 52: Lush
  • Chapter 53: Trade Shows
  • Chapter 54: Social Media at Trade Shows
  • Chapter 55: UnNetworking: Why Networking Events Are Evil
  • Chapter 56: The Awesomeness of Being a 2.0 Author
  • Accessibility
  • Chapter 57: The UnTour
  • Brand Enhancement
  • Value People
  • Real-World Networking
  • Chapter 58: The UnEnd
  • Acknowledgments
  • Index.

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