Mind to mind marketing : communicating with 21st-century customers
著者
書誌事項
Mind to mind marketing : communicating with 21st-century customers
Kogan Page, 2001
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注記
Includes index
内容説明・目次
内容説明
Psychologist Harry Alder draws on his knowledge of Neuro Linguistic Programming (NLP), and the extensive work he has undertaken with many organizations looking to achieve a superior way of communicating with their customers, to create mind-to-mind marketing. Using techniques such as "mind modelling" and psychographic analysis, he shows how it is really possible to develop a mind-to-mind relationship between buyer and seller. Alder begins by exploring where businesses have got to in their quest for customer knowledge and customer satisfaction, enabled by both traditional marketing methods and new technology tools such as the Internet. He also takes a provocative stance by questioning much of the accepted wisdom of marketing. He then takes readers step by step through the mind-to-mind marketing methodologies and techniques, and looks in detail at how effective they can be. He offers insights into: why the "customer is king" mantra is a myth; why the traditional marketing mix needs to be reinvented; the need to exorcise the holy quadruple (the 4 Ps) of the marketing faith; and the role of NLP techniques in a relationship marketing strategy.
目次
Introduction. Chapter 1: A new kind of relationship. Chapter 3: The customer coronation. Chapter 4: The marketing mix up. Chapter 5: Mind marketing. Chapter 6 Messages to heart and mind. Chapter 7: Making sense of communication. Chapter 8: How customers decide. Chapter 9: More keys to the customer's mind. Chapter 10: One to one intelligence. Chapter 11: The corporate mind. Chapter 12: World class customer strategies.
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