The Opt-Out Effect PDF ePub eBook

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The Opt-Out Effect free pdf If you're a brand marketer, you know your customers are now more empowered than ever - and more than ever, they're using that power to wrest control over their brand relationships. You're watching them use online and mobile digital tools to opt out of conventional email and other pushy brand management tactics. Since they will control your brand relationship, there's only way to win: help them do it. The Opt-Out Effect shows you how. Marketing thought leaders Jeff Nicholson and Gerald Smith bring together new research data, powerful strategies, and indispensable tools for implementing customer-centric brand management that supports today's customers and earns their loyalty. You'll master new digital brand management best practices hands-on, via realistic exercises and well-tested worksheets and templates you can use in your own environment. Nicholson and Smith ground their recommendations in evidence, unveiling important new research from Pitney Bowes and Kitewheel that illuminates the viewpoints of nearly 1,000 marketers and 1,000 consumers across several leading industries. Learn how to: *Quantify what opt-out is costing your business in dollars and cents*Control opt-out by empowering customers with opt-up, opt-down, and opt-in user preferences*Reframe brand strategy as customer-centric, building on radically new assumptions, languages, and beliefs about marketing*Use customer analytics to listen to, sense, and engage customers "in the moment"*Apply customer-centric concepts such as Opt-Out Monetization, Customer-Driven Brand Loyalty, Customer-Driven Lifetime Value, and Customer-Driven Brand Equity*Profitably empower customers to control their messaging, media, channels, offerings, and more*Integrate your key customer relationship measures in a complete e-driven customer managed marketing framework that helps you clarify your goals, priorities, and performance

About Jeffrey M. Nicholson

Dr. Gerald E. Smith led the Marketing Faculty at Boston College for nearly a decade and is currently Associate Professor of Marketing in the Carroll School of Management. He leads the MBA Product and Brand Management Specialization, and the Brand Management Partners Program. An award winning teacher, he teaches Strategic Brand Management, Strategic Pricing Management, and the core Marketing Management course. He has been featured in leading executive programs, including the Wharton School, DukeCE, Columbia University, Boston University, and Suffolk University. He has long been an adviser in brand management and pricing to firms in a variety of industries--consumer packaged goods, health care, agribusiness, energy and power generation, automotive, semiconductors and electronics, lodging and food service, wholesale distribution, financial services, and others. Editor of Visionary Pricing (Emerald Press, 2012) and original contributor to Prentice Hall's best-selling The Strategy and Tactics of Pricing (now in its 5th edition), he was an early thought leader with the Strategic Pricing Group, Inc., now part of Monitor-Deloitte. His research on value-based marketing, pricing, and brand communication strategy has been cited in popular press outlets such as The Wall Street Journal, The Christian Science Monitor, The Boston Globe, Across the Board, and others. His research has been published in leading marketing journals, including Journal of the Academy of Marketing Science, California Management Review, Sloan Management Review, Marketing Research, Marketing Management, Pricing Strategy

Details Book

Author : Jeffrey M. Nicholson
Publisher : Pearson FT Press
Data Published :
ISBN : 0134191501
EAN : 9780134191508
Format Book : PDF, Epub, DOCx, TXT
Number of Pages : 272 pages
Age + : 15 years
Language : English
Rating :

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