Description Finally, a book that answers the age-old question, Why do we buy? and puts the answer in perspective to help marketing professionals sell more, more often, to the right customers.
From seventeenth-century London coffeehouses to Starbucks, from ancient Roman wall inscriptions to Facebook, marketing expert Jeff Swystun explains the reasons why marketing works.
With scores of fascinating examples drawn from companies and products past and present, he has extracted seven principles that get to the heart of successful marketing: 1 Marketing offers solutions to problems.
2 Marketing tells stories, which people naturally respond to.
3 Marketing that leverages emotions compels.
4 Marketing builds relationships between customers and products.
5 Marketing creates community.
6 Marketing delivers experiences.
7 Marketing demands authenticity to be fully believed, especially today.
A wonderful read It applies lessons from centuries of great marketing to illustrate seven ways to improve your strategy and business-all with Jeff 's entertaining and instructive gift of storytelling.
David Aaker, Consultant; Professor Emeritus, University of California, Berkeley, Haas School of Business; Vice Chairman, Prophet; Author of 15 books, including Creating Signature StoriesBeyond all the data, big and small, beyond all the research methods, beyond all the theory, the essential truth is that marketing is about making an emotional connection with your audience.
Jeff brilliantly demonstrates how successful marketing connects people with products and people with people.
Bob Scarpelli, Former Chairman and Chief Creative Officer, DDB Worldwide This is a thoroughly readable and entertaining book, packed with examples, insights and wisdom, and told with a wonderful storytelling style that, as Jeff himself highlights, is the essence of great marketing.
The seven principles within will help anyone looking for inspiration and ideas to lift their strategy and grow their business.
Rita Clifton.
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Brigantine Media Why marketing works: 7 time-tested, brand-building principles, paperback/jeff swystun
