Evangelist Marketing: What Apple, Amazon, and Netflix Understand about Their Customers (That Your Company Probably Doesn't)

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BenBella Books, 3 січ. 2012 р. - 260 стор.
In Evangelist Marketing, Alex Goldfayn argues that technology companies succeed in spite of their marketing, not because of it. He says that if consumer tech makers ceased all marketing activity today, they would not see a significant decline in sales.

In this book, Alex presents why the current state of overly-technical, features-oriented tech marketing, branding, communications and public relations is costing the industry billions of dollars--easy money that's voluntarily being left on the table.

Then he lays out a step-by-step system for creating intensely loyal brand evangelists based on deep consumer insights and simple, emotional language.

Evangelist Marketing is written for consumer tech companies big and small--from PC manufacturers to Web-based services. It's also sure to improve the work of their marketing and public relations agencies.
 

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Зміст

two Your Success Depends on a Series of Shifts
15
three A Revolutionary System for Creating Consumer
49
Functional Excellence
67
1
68
2
77
five Product Names and Prices
95
5
99
six Your Customers
117
nine How Your Public Relations Kills Consumer Electronics
183
16
191
ten Your Communications Platforms
207
25
218
eleven Word of Mouth and Buzz Building
229
twelve The Joys of Having Evangelists
241
thirteen The Evangelist Marketing Assessment
251
49
257

seven Everything Begins with Consumer Insights
139
eight Language Is Everything
165
conclusion Go Forth Tell Everyone the Good You Do
259
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Про автора (2012)

Alex Goldfayn is a secret weapon marketing consultant, advisor and speaker for the top consumer electronics manufacturers in the world, and their agencies. He helps clients with their brand strategy, marketing, messaging and positioning. Alex's clients include Blackberry, T-Mobile, Virgin Mobile, Sony and TiVo. Alex is a former syndicated technology columnist for the Chicago Tribune.

He lives in the suburbs of Chicago with his wife and children.

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