It's no secret that the old methods of mass marketing are loosing
effectiveness and value. We have exploited the basic advertising
tactics for so long, customers just don't seem to care anymore. We
now live in a "delete" era where the customer is in charge. The
time to reinvent the way we go-to-market is now Given the light
speed at which your customers receive and process information, the
fragmentation of media outlets, combined with a volatile
macroeconomic climate - marketing genius is key. The book offers a
clear roadmap toward creating sustainable and profitable brand
value through a better ability to understand and delight your
customer. It will prepare your company to embody your brand and
live up to the promise that you portray. Today's new-world economy
requires a strategy that understands how to out think the
competition, not outspend them. In Customer Inspired Marketing,
Aubyn Thomas, senior vice president of marketing services for
Macy's, explains why these brands generate energized reactions from
customers and how other brands can generate the same enduring and
devoted following, even during financial crises. An eight-step plan
for transforming any size organization into one of these brands,
the book focuses on these themes: The customer: an examination of
customers today and how demographic changes are shaping the new
landscape. Customers are more informed and are looking for personal
touches. Regrouping: using self-examination to discover the
passionate core of the organization. Developing a proactive plan:
the concrete steps organizations take to mitigate threats to brand
perception and improve customer relationships. The book includes
research, case studies and supporting graphs and diagrams to
demonstrate the data behind the methodologies. With an accessible
and supportive tone, Customer Inspired Marketing is a great tool
for brand marketers on all levels
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