Free Gift Inside!!: Forget the Customer. Develop Marketease

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John Wiley & Sons, Mar 5, 2004 - Business & Economics - 300 pages
2 Reviews
Free Gift Inside! offers an alternative solution to the difficulty of selling to an already sated and sophisticated consumer.
* Based on the article "Torment Your Customers (They'll Love It" which Harvard Busines Review chose as one of 2002's Six Breakthrough Ideas
* A new concept that turns marketing on its head and offers a more effective answer to customer relationship management and permission marketing
 

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Contents

Preface Got them old B1B2 US visitors visa blues
1
Lesson 1 How to win business and infuriate people
7
Lesson 2 How to cope with canny customers
25
Lesson 3 How to handle howto marketing books
43
Lesson 4 How to trump the trickortreat
75
Lesson 5 How to employ exclusivity effectively
95
Lesson 6 How to amplify
115
Lesson 7 How to sell sham secrets
135
Lesson 8 How to entertain when entertainment is everywhere
157
Lesson 9 How to do a Harry Potter
193
Lesson 10 How to get out of jail free
213
Lesson 11 How to bait the marketing mousetrap
235
Notes and references
255
Acknowledgements
291
Index
293
Copyright

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About the author (2004)

Although his name is unfamiliar to most managers, Stephen Brown is the Antichrist of marketing academia. He is disdainful of customer-centric approaches to marketing and, as a consequence, has clashed publicly with numerous luminaries. Professor of Marketing Research at the University of Ulster, Stephen has held visiting positions at Northwestern University, the University of California and the University of Utah, among others. He has written or co-edited 13 books, including Marketing Apocalypse, Postmodern Marketing and Romancing the Market. His papers have been published in Harvard Business Review, Journal of Marketing, Journal of Advertising, Business Horizons and many more, winning various awards along the way. Additional information is available on his website, www.sfxbrown.com

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