Happy Customers Everywhere: How Your Business Can Profit from the Insights of Positive Psychology - Rilegato

Schmitt, Bernd; Van Zutphen, Glenn

Rilegato

ISBN 10: 0230116450 ISBN 13: 9780230116450

Casa editrice: St Martins Pr, 2012

Riassunto

Every business knows that the best customer is a happy customer. They return again and again, bring their friends and family, and deliver tons of free advertising via word of mouth and social media. But in order to grow that loyal base, you must be keenly aware of your customers' needs and preferences. Drawing on the latest research in the exploding field of positive psychology, Columbia Business School professor Bernd Schmitt offers three unique approaches any business can use to turning a casual customer into a committed fan:

· The Feel-Good Method: Use the experience of pleasure and positive emotion to hook new customers, and watch those feel-good moments transform an impulsive buyer into a committed loyalist.

· The Values-and-Meaning Method: Attract passionate customers by appealing to their core values, like being socially responsible, protecting the environment, or living a simple life

· The Engagement Method: Get customers to notice a unique or limited offer, immerse them in the experience, and have them share it with friends and family.

Schmitt shows marketers, brand managers, and entrepreneurs how to design an authentic and successful campaign that will reach, grow, and sustain a devoted base of customers.

Su questo libro

Recensione:

Praise for Experiential Marketing:
'Schmitt is a marketing guru . . . He makes sense on every level - from the intellectual to the emotional.' - Ronald A. Galotti, president and publisher, Talk Media, Inc
'Experiential Marketing aims at the heart of e-customer relations. Schmitt is an extraordinary thinker and writer.' - Mary Olson, president and CEO, Transition Networks

Praise for Big Think Strategy:
'Schmitt practices what he preaches. This book opens up minds - and tantalizing opportunities.' - Sir Martin Sorrell

'Schmitt . . . created useful templates for organizations to come up with ideas that could be big.' - BNET

Praise for Customer Experience Management:
'In all his work Bernd Schmitt sets about scraping away the conventional marketing wisdom. Schmitt's prescription makes it more satisfying to be a customer, more satisfying to be a brand manager.' - Martyn Straw, chief strategy officer, BBDO Worldwide

'With his groundbreaking new book, Schmitt answers a much-needed call for a practical way to enact experiential marketing. His dynamic and engaging voice makes this as entertaining as it is informative.' - John Quelch, Senior Associate Dean for international development, Harvard Business School, USA

Descrizione del libro:

Marketing guru and founder of 'Experiential Marketing' Bernd Schmitt shows companies how to harness the power of happiness to attract and keep a wide array of customers

Su questa edizione

• Editore: St Martins Pr
• Data di pubblicazione: 2012
• ISBN 10: 0230116450
• ISBN 13: 9780230116450
• Rilegatura: Copertina rigida
• Numero di pagine: 246