Customer Inspired Marketing: Change the game and become the brand they Really love - Softcover

Thomas, Aubyn

Softcover

ISBN 10: 1449004997 ISBN 13: 9781449004996

Publisher: AuthorHouse, 2009

Synopsis

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!

About this title

About the Author:

Aubyn Thomas explains marketing one way - simply. Her extensive experience working with some of the most recognized brands in the world has given her an all-access pass to marketing and branding success. She has over 20 years of experience and is currently the Senior Vice President of Marketing Services for Macy's. She has also served as the Vice President of Brand and Acquisition for Harrah's' Entertainment; and Senior Vice President of Brand Strategy and Enterprise Marketing for Bank of America. As a senior strategist and marketing officer, her programs have reached millions of people and brought extraordinary revenue growth to her company. Her clear and concise approach to marketing success is easily applicable to small - mid-size companies and large corporations while at the same time gives the right-size blue print to emerging entrepreneurs. Her expertise covers branding and customer acquisition, brand management, enterprise marketing, credit and loyalty marketing, customer segment strategy, direct marketing, and multicultural marketing. Her groundbreaking principles have been featured in white papers and several notable marketing publications. As a respected authority on marketing and leadership, she is an in-demand international speaker. She sits on several boards and was recently named "Most Powerful and Influential Woman in Ohio" by Diversity Inc. She holds a Bachelors of Science in Engineering from The Georgia Institute of Technology, a Bachelors of Arts in Applied Mathematics from Spelman College and an MBA in Marketing from Clark Atlanta University. She resides in West Chester, Ohio.

About this edition

• Publisher: AuthorHouse
• Publication date: 2009
• ISBN 10: 1449004997
• ISBN 13: 9781449004996
• Binding: Paperback
• Number of pages: 148