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&>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:
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