TY - GEN digital ID - 131327824 TI - A history of communications : media and society from the evolution of speech to the internet PY - 2011 SN - 9781107004351 9780521179447 9780511992896 9780511976919 PB - New York Cambridge University Press DB - UniCat KW - Social change KW - Mass communications KW - History KW - spraakvermogen KW - spraaktechnologie KW - sociale media KW - internet KW - sociale geschiedenis KW - communicatiewetenschappen KW - sociale bewegingen KW - sociale beïnvloeding KW - digitale technieken UR - https://www.unicat.be/uniCat?func=search&query=sysid:131327824 AB - Sticky Marketing provides a new set of rules for effective communications in a world transformed by new technology. It introduces a new model of customer engagement and asks "not what your marketing can do for you, but what your marketing can do for your customer." Companies have to move away from the old marketing system of shouting messages at people to attracting them by providing value around their product or service - in other words by becoming 'sticky' or attractive. Grant Leboff argues that it is not 'return on investment' that matters but 'return on engagement,' not your unique sales point (or USP), but your customer engagement point (your CEP), that will make the difference in today's cluttered marketplace. 

Sticky Marketing proves that marketing should be about value creation if businesses want to truly engage with their customers - to stop shouting and start a conversation. Only by providing value can businesses win the battle for customer attention. ER -