Evangelist Marketing: What Apple, Amazon, and Netflix Understand about Their Customers (That Your Company Probably Doesn't)
BenBella Books, 2012 - 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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two Your Success Depends on a Series of Shifts
three A Revolutionary System for Creating Consumer
five Product Names and Prices
six Your Customers
nine How Your Public Relations Kills Consumer Electronics
ten Your Communications Platforms
eleven Word of Mouth and Buzz Building
twelve The Joys of Having Evangelists
thirteen The Evangelist Marketing Assessment
seven Everything Begins with Consumer Insights
eight Language Is Everything
conclusion Go Forth Tell Everyone the Good You Do
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Alex’s Analysis Amazon Android Apple Apple’s big media blogs brand camera Chapter commodities communicate company’s competition consumer electronics consumer evangelists Consumer Insights conversations CPER create customers develop device early adopters Easyshare engineers Evangelist Marketing executives experience Facebook feel focus function Google HDTV Here’s improve Industry Marketing Internet iPad iPhone iPod John Sculley journalists Kindle laptop lifestyle look mainstream consumers manufacturers media relations messaging Microsoft Motorola Netflix packaging people’s perceived percent platforms press releases problem prod Product Excellence product manual product names public relations Research in Motion retail Samsung Sandisk shift singular products smartphone social media Steve Jobs strategy stream success sumers talking tech television tell they’re things tions TiVo Twitter Virgin Mobile Vizio what’s word-of-mouth buzz XOOM YES/NO you’re