Description
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.Author: Bernd Schmitt, Glenn Van Zutphen
Publisher: St. Martin's Press
Published: 04/24/2012
Pages: 256
Binding Type: Hardcover
Weight: 1.25lbs
Size: 8.90h x 6.40w x 1.20d
ISBN13: 9780230116450
ISBN10: 0230116450
BISAC Categories:
- Business & Economics | Consumer Behavior | General
- Business & Economics | Marketing | Research
About the Author
Bernd Schmitt is the Robert D. Calkins Professor of International Business at Columbia University, the director of the Center on Global Brand Leadership, and CEO of the EX Group. He is a frequent keynote speaker at conferences worldwide and has appeared on the BBC, CNBC, CNN, and The Daily Show. Schmitt has written for The New York Times, The Asian Wall Street Journal, and Financial Times, and is also the author of several books including Big Think Strategy, Customer Experience Management, and Experiential Marketing, which have been translated into more than 20 languages. He lives in New York City.
Glenn van Zutphen was a working journalist for 26 years for the likes of CNN International and CNBC Asia. He owns VanMedia Group, a Singapore-based media consulting firm.This title is not returnable