Home > Store

Opt-Out Effect, The: Marketing Strategies that Empower Consumers and Win Customer-Driven Brand Loyalty

Opt-Out Effect, The: Marketing Strategies that Empower Consumers and Win Customer-Driven Brand Loyalty

eBook (Watermarked)

  • Your Price: $35.99
  • List Price: $44.99
  • Includes EPUB, MOBI, and PDF
  • About eBook Formats
  • This eBook includes the following formats, accessible from your Account page after purchase:

    ePub EPUB The open industry format known for its reflowable content and usability on supported mobile devices.

    MOBI MOBI The eBook format compatible with the Amazon Kindle and Amazon Kindle applications.

    Adobe Reader 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.

Also available in other formats.

Register your product to gain access to bonus material or receive a coupon.


  • Copyright 2016
  • Dimensions: 6" x 9"
  • Pages: 272
  • Edition: 1st
  • eBook (Watermarked)
  • ISBN-10: 0-13-419155-2
  • ISBN-13: 978-0-13-419155-3

&>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:

  • 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

Sample Content

Table of Contents

Acknowledgments     xii
About the Author     xiii
Introduction     xiv
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
Index     235


Submit Errata

More Information

Unlimited one-month access with your purchase
Free Safari Membership