UnMarketing : everything has changed and nothing is different /

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Bibliographic Details
Author / Creator:	Stratten, Scott, author.
Edition:	Second edition.
Imprint:	Hoboken : Wiley, [2017] ©2017
Description:	1 online resource (307 pages) : illustrations
Language:	English
Subject:	Relationship marketing. Viral marketing. Relationship marketing Viral marketing
Format:	E-Resource Book
URL for this record:	http://pi.lib.uchicago.edu/1001/cat/bib/13663737

Hidden Bibliographic Details
Other authors / contributors:	Stratten, Alison, author.
ISBN:	9781119335009 1119335000 9781119335009 9781119336020 1119336023 9781119336037 1119336031 9781119336037
Digital file characteristics:	data file
Notes:	Restrictions on access to electronic version: access available to SOAS staff and students only, using SOAS id and password. Revised edition of the author's UnMarketing, c2012. Includes index. Includes bibliographical references. Print version record.
Summary:	"Stop marketing. Start UnMarketing. No one likes cold calls at dinnertime, junk mail overflowing your mailbox, and advertisements that interrupt your favorite shows. If this is "marketing," then the world would probably prefer whatever is the opposite of that. If you're ready to stop marketing and start engaging, then welcome to UnMarketing. The landscape of business-customer relationships is changing, and UnMarketing gives you innovative ways out of the old "Push and Pray" rut. Instead, draw the right customers to you through listening and engagement, enabling you to build trust and position yourself as their logical choice when they need you. This second edition includes new information on the rapidly changing marketing landscape, including details on targeted ads and search, Snapchat, brand engagement, and more"--
Other form:	Print version: Stratten, Scott. UnMarketing : everything has changed and nothing is different. Hoboken : Wiley, [2017] 9781119335009

Table of Contents:

Introduction
1. Everything Has Changed and Nothing Is Different
2. The Hierarchy of Buying
3. A Word on Experts
4. Trust Gap
5. ROD: Return on Donuts
6. Restaurant That Didn't Get It
7. Cold-Calling
8. Aiming Your Company at the Bottom of the Barrel
9. Pull and Stay
10. Reasons Why Companies Don't Use Social Media
11. Social Media (Social Currency as Well)
12. Twitter versus Facebook versus LinkedIn
13. Social Media Platforming
14. UnPodcasting
15. HARO
16. The Game Has Changed: Immediacy and Relevancy
17. Publicized Customer Service
18. Don't Bank on the Bold
19. Seven Deadly Social Media Sins
20. The Millennial Are Coming
21. How Twitter Changed Scott's Business
22. Tassimo
23. Domino's-Word of Mouth: Mouths Are Moving...
24. Naked Pizza
25. Don't Feed the Trolls
26. Social Media for Social Good
27. Your Website-Old School versus New School
28. Your Captcha Is Craptcha
29. Experience Gap
30. Raising and Keeping the Bar High-Cirque
31. Stirring Coffee
32. Using "Stop Start Continue"
33. Zappos
34. Rockport
35. FreshBooks
36. Why You Can't Learn from Millionaires
37. Authenticity and Transparency
38. For Whom the Bell Mobility Tolls
39. Scott's Transparency on Twitter
40. Your Transparency
41. Affiliates
42. Testimonials
43. Bestsellers
44. Why Being a Work-at-Home Mom Is Bad for Business
45. Hello? Walmart?
46. Idea Creation
47. Idea Delivery
48. Doing In-Person Seminars
49. Tele-Seminars (now Webinars)
50. Viral Marketing
51. Video
52. Be Prepared for Success
53. Undercover UnMarketing
54. Putting It into Practice
55. Lush
56. Trade Shows
57. Social Media at Trade Shows
58. UnNetworking: Why Networking Events Are Evil
59. The Awesomeness of Being a 2.0 Author
60. The UnTour
61. The UnEnd
Index

UnMarketing : everything has changed and nothing is different /

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