售 价：¥
9.8
温馨提示：数字商品不支持退换货，不提供源文件，不支持导出打印
为你推荐
#marketingpriorities
#marketingpriorities
foreword by Avinash Kaushik
preface about this book
What This Book Is Not
Why This Author?
chapter 1 the need for priorities
Let’s Begin
chapter 2 focus on the target market
Identifying Target Markets When You Haven’t Had Any Customers
Searchers
Passion Markets
Trigger Markets
Identifying Target Markets When You Already Have Customers — The RFM Model
Recency
Frequency
Monetary
Putting RFM Together
Moving from Customers to Customer Segments
Prioritizing These Segments
Going Beyond Recency, Frequency, and Monetary Value
Zip Code
Birth Date
Other Demographics
Drawbacks to the RFM and RFM+ Models
Summary
chapter 3 create shareable experiences
Creating Compelling Experiences
The Honor Flight Network
Remarkable Advertising — A Holey Postcard
Promotional Offers Worth Sharing
Enabling Sharing
Summary
chapter 4 prioritize based on ROMI
Direct Financial Outcomes
Indirect Financial Outcomes
A Note About Customer Lifetime Value
A Beginning Benchmark
How to Track the Outcomes of Your Marketing Communications
A Note About Cost
Summary
chapter 5 putting it all together with a cool visual framework
Visual Framework
1. X-Axis: Target Market
2. Y-Axis: Shareable Experiences
Plotting Tactics
Prioritizing Tactics on the Chart
3. Size of Each Bubble: ROMI per Tactic
One Final Example
What if you don’t know one of the three elements to this chart?
Summary
chapter 6 the five must-haves
1. Utilize Your Physical Location
2. Build and Maintain a Website
3. A Way to Speak to Someone at Your Company or Non-Profit
4. Be Found by Your Target Markets
Online
Offline
5. Offer an Engaging Way for Customers to Build a Community and Interact with Your Brand
After the Five Must-Haves: Create a Customer Database
Summary
chapter 7 IES Abroad redefines your world
The Five Must-Haves
A Brand [Redefined]
Alumni [Redefined]
Integrating the Concept into Every Marketing Tactic
Return on Marketing Investment
Accolades
chapter 8 get your priorities straight
1. Are you reaching your target markets?
2. Are your marketing communications creating experiences worth sharing that are easy to share?
3. Are you prioritizing your marketing communication tactics based on return on marketing investment?
4. Do you have the five must-have marketing communication tactics in place?
An Invitation to Share This Book with Your Friends
thank you: acknowledgements
copyright
dedication
about the author Nick Scarpino
买过这本书的人还买过
读了这本书的人还在读
同类图书排行榜
购物车
个人中心
