Save 40% on books and eBooks + 70% on videos now through May 31*—use code PROGRAM. Shop now.
This eBook includes the following formats, accessible from your Account page after purchase:
EPUB The open industry format known for its reflowable content and usability on supported mobile devices.
MOBI The eBook format compatible with the Amazon Kindle and Amazon Kindle applications.
PDF The popular standard, used most often with the free Adobe® Reader® software.
This eBook requires no passwords or activation to read. We customize your eBook by discreetly watermarking it with your name, making it uniquely yours.
Your customers will control your brand relationship. There’s only one way to win: Help them do it!
&>will control your brand relationship, there’s only way to win: help them do it. The Opt-Out Effect shows you how.
Marketing thought leader Gerald Smith brings 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:
Download the sample pages (includes Chapter 1 and Index)
About the Author xiii
Chapter 1: The Age of the Customer 1
Chapter 2: The Opt-Out Effect 33
Chapter 3: The New Look of Loyalty 69
Chapter 4: Customer-Managed Experience 119
Chapter 5: Managing Moments of Truth and Opt-Out 163
Chapter 6: The New Brand Manager in the Digital Economy 201