Alex L. Goldfayn

Evangelist Marketing (eBook, ePUB)

What Apple, Amazon, and Netflix Understand About Their Customers (That Your Company Probably Doesn't)

• Format: ePub

Produktbeschreibung

In Evangelist Marketing, Alex Goldfayn argues that technology companies succeed in spite of their marketing, not because of it. He says that if consumer tech makers ceased all marketing activity today, they would not see a significant decline in sales. In this book, Alex presents why the current state of overly-technical, features-oriented tech marketing, branding, communications and public relations is costing the industry billions of dollars—easy money that's voluntarily being left on the table. Then he lays out a step-by-step system for creating intensely loyal brand evangelists based on deep consumer insights and simple, emotional language. Evangelist Marketing is written for consumer tech companies big and small—from PC manufacturers to Web-based services. It's also sure to improve the work of their marketing and public relations agencies.

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Produktdetails

• Verlag: BenBella Books
• Seitenzahl: 288
• Erscheinungstermin: 3. Januar 2012
• Englisch
• ISBN-13: 9781936661244
• Artikelnr.: 38371036

Autorenporträt

Alex Goldfayn is a secret weapon marketing consultant, advisor and speaker for the top consumer electronics manufacturers in the world, and their agencies. He helps clients with their brand strategy, marketing, messaging and positioning. Alex's clients include Blackberry, T-Mobile, Virgin Mobile, Sony and TiVo. Alex is a former syndicated technology columnist for the Chicago Tribune. He lives in the suburbs of Chicago with his wife and children.

Inhaltsangabe

Introduction
Chapter 1: Good News & Bad News: You're Leaving Billions on The Table
Chapter 2: Success Comes From a Series of Subtle Shifts
Chapter 3: A Revolutionary System for Creating Consumer Electronics
Evangelists
Chapter 4: Your Product: Naming & Pricing
Chapter 5: Everything Begins With Consumer Insights
Chapter 6: How To Understand What Your Consumers Know (Or Techniques For
Obtaining Consumer Insights)
Chapter 7: Don't Repeat Anything Your Engineers Say. Ever.
Chapter 8: How Public Relations Kills Consumer Electronics
Chapter 9: A Public Relations Prescription
Chapter 10: Communications Platforms
Chapter 11: The Joys of Mainstream Consumers & Word-of-Mouth
Chapter 12: How to Enjoy Consumers Evangelists & Rule The World