Can't buy me like: how authentic customer connections drive superior results

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Today's brands face an apparent choice between two evils- continue betting on their increasingly ineffective advertising or put blind faith in the supposedly mystical power of social media, where 'likes' stand in for transactions and a mass audience is maddeningly elusive. There has to be a better way . . . As Lennon and McCartney wrote a half century ago, money can't buy you love. But in today's world, where people have become desensi#65533;tized - even disillusioned - by ad campaigns and marketing slogans, that maxim needs an update- Money can't even buy you like. That's because we've entered the 'Relationship Era,' where the only path for businesses seeking long-term success is to create authentic customer relationships. Not through hip social media promo#65533;tions, viral videos or blizzards of micro-targeted online ads. Those tactics, which simply disguise old ways of thinking with new technology, just don't work in the long run. So what does work in this bewildering new era? Where do 'authentic customer relationships' come from? The answers will make some leaders sigh with relief while others rip their hair out- Honesty. Transparency. Shared values. A purpose beyond profit. Sure you still need a high-quality product or service to offer, but that's not enough. Now that people can easily discover everything that's ever been said about your brand, you can't manipu#65533;late, seduce, persuade, flatter or entertain them into loyalty. You have to treat them like flesh-and-blood human beings, not abstract consumers or data points on a spreadsheet. It may sound like the woo-woo language of self-help books and inspirational wall posters. But as Garfield and Levy show in this book, it's the deadly serious reality of business in the 2010s. It's why General Motors abandoned its $10 million annual budget for Facebook ads, and why some brands have hurt themselves badly on social media by nagging, interrupting, abusing and generally ticking off their customers. The good news is that some companies have already embraced the Relationship Era and are enjoying consistent growth and profits while spending substantially less on marketing than their competitors. The authors show what we can learn from case studies such as . . . Patagonia, a clothing company with a passion for environmentalism, which solidified its customer relationships by urging people NOT to buy one of its jackets. Panera Bread, which doubled per-store sales by focusing on ways to create a welcoming environ#65533;ment while spending just 1 percent of sales on advertising. Secret, the women's antiperspirant brand, which gained significant share by focusing on its com#65533;mitment to strong women. Krispy Kreme, which has built a near cult of loyal Facebook and Twitter fans, all but obliterating the need for paid advertising. Blending powerful new research, fascinating exam#65533;ples and practical advice, Garfield and Levy show how any company can thrive in the Relationship Era.
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Grouped Work ID 716a15c7-c51c-c83d-c09a-1b9e5df5906e
full_title can t buy me like how authentic customer connections drive superior results
author garfield bob
grouping_category book
lastUpdate 2018-01-18 04:14:17AM

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accelerated_reader_point_value 0
accelerated_reader_reading_level 0
auth_author2 Han, Lee., Levy, Doug.
author Garfield, Bob.
author2-role Han, Lee.|Narrator, Levy, Doug., Levy, Doug.|Author, hoopla digital.
author_display Garfield, Bob
available_at_lafayette Lafayette Public Library
detailed_location_lafayette Lafayette Business Area
display_description The authors use research and case studies to illustrate how businesses are finding consistent growth and profits in the new Relationship Era by effectively using social media in lieu of traditional advertising and marketing strategies.
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id 716a15c7-c51c-c83d-c09a-1b9e5df5906e
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itype_lafayette hardcover book
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literary_form Non Fiction
literary_form_full Non Fiction
local_callnumber_lafayette 658.812 Gar
owning_library_lafayette Lafayette Public Library
owning_location_lafayette Lafayette Public Library
primary_isbn 9781591845775
publishDate 2013
record_details hoopla:MWT11215179|eAudiobook|Audio Books|Unabridged.|English|Gildan Audio ,|2013.|1 online resource (1 audio file (6hr., 30 min.)) : digital., ils:.b24295954|Book|Books||English|Portfolio/Penguin,|2013.|229 p. : ill. ; 24 cm.
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subject_facet Business communication, Marketing, Relationship marketing, Social media -- Marketing
title_display Can't buy me like : how authentic customer connections drive superior results
title_full Can't buy me like : how authentic customer connections drive superior results / Bob Garfield and Doug Levy, Can't buy me like : how authentic customer connections drive superior results [electronic resource] / Bob Garfield and Doug Levy
title_short Can't buy me like :
title_sub how authentic customer connections drive superior results
topic_facet Business communication, Marketing, Relationship marketing, Social media
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