Ebook Free Marketing to the Entitled Consumer: How to Turn Unreasonable Expectations into Lasting Relationships, by Nick Worth Dave Frankland
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Marketing to the Entitled Consumer: How to Turn Unreasonable Expectations into Lasting Relationships, by Nick Worth Dave Frankland
Ebook Free Marketing to the Entitled Consumer: How to Turn Unreasonable Expectations into Lasting Relationships, by Nick Worth Dave Frankland
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Review
"Marketing to the Entitled Consumer is a warning shot across the bow of traditional marketing. Today's entitled consumers are less patient and passive and expect you to be more judicious with their attention span. This book is exactly what you need if you want to be able to meet these expectations." --Don Peppers, best-selling business author, speaker, and customer experience visionary"Consumers expect more than ever before. Frankland and Worth dive deep into understanding what this trend means to help you discover what it takes to win with the entitled consumer!" --W. Dan Marks, Chief Marketing Officer, Hancock Whitney Bank"Finally a marketing book that sees around the corner to understand consumers of tomorrow and how to connect with them." --Steven Van Belleghem, author of Customers the Day After Tomorrow
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About the Author
Nick Worth is a marketing expert whose varied career has given him unique insights into the ascendance of digital consumer engagement. He's worked in market research, board-level strategy, marketing technology, as a startup advisor, and, most notably, as a founder of Schematic, one of the world's first and most successful digital agencies. With his partner, he took Schematic from a handful of people sitting at a booth in a Santa Monica coffee shop to 350 digital professionals serving companies as large as Google, NBC, and Sony. Currently the chief marketing officer of Selligent Marketing Cloud, Nick writes and speaks broadly about the many challenges facing today's marketers, including technological advancements and Millennial engagement. A graduate of Harvard College and Oxford University, Nick lives in London. Dave Frankland is an independent writer, consultant, and thought leader. He is a highly rated public speaker, having keynoted conferences around the world, and is equally comfortable addressing boardrooms and auditoriums. Before the term Big Data existed, Dave saw the trend and co-founded the customer intelligence (CI) practice at Forrester Research. Since then, he has helped executives at hundreds of companies to define their customer relationship strategy. He grew up in Dublin, Ireland, and holds degrees from the National University of Ireland, Galway; Trinity College Dublin; and the University of Stirling in Scotland. He lives in Florida with his wife and two children.
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Product details
Hardcover: 304 pages
Publisher: Mascot Books (October 30, 2018)
Language: English
ISBN-10: 1684015596
ISBN-13: 978-1684015597
Product Dimensions:
6.2 x 1 x 9.2 inches
Shipping Weight: 1.4 pounds (View shipping rates and policies)
Average Customer Review:
5.0 out of 5 stars
5 customer reviews
Amazon Best Sellers Rank:
#219,531 in Books (See Top 100 in Books)
The marketing landscape becomes more and more complex in these rapidly changing times, and Dave Frankland not only "gets it," he delivers the message in a way that we can "get it," and more importantly, act upon it, both as a consumer (entitled or not!) and as a marketer. The concepts lend themselves well to B2B, as well, as the lines between audiences continue to blur. If you're in the business of marketing (and you are, on some level), this is a book you'll want to buy, read and re-visit with regularity.
This is an engaging and timely read for anyone who works in marketing and/or services customers. The landscape has dramatically changed, and as Nick Worth, Dave Frankland and Josh Bernoff so expertly point out, it's not sufficient to keep doing things the way marketers have done in the past. With sophisticated tools at your disposal, your customers demand a personalized, meaningful engagement. And if you're not doing it, you're going to lose. "Marketing to the Entitled Consumer" not only makes you think twice about what you're doing, but gives you the roadmap to success.
I openly laughed at some of the validations of entitled consumerism that both I and my family clearly engage in. The amazing thing? I hadn't even considered this concept until I picked up the book.I mean, who really complains that the Uber "car" icon isn't exactly accurate when looking at their phone and comparing that to the real life car?... I do!Understanding the differences between hard entitlement and soft entitlement is something every company and organization needs to focus on today. This book delivers a clear outline, backed by in-depth research, to build a framework for anyone to better understand the new reality - we are all entitled.Solid read.
I will keep this book on my desk from now on for a few reasons:-remind myself that I should be more understanding as a consumer-recognize the entitled consumer when they walk into my store-keep me and my team on our toes-(even more)-refocus our marketing and engagement toolsbasically, make it my go-to manualBravo!
As someone who cringes at the thought of reading another hot new marketing book on another hot new marketing trend, I must admit I not only enjoyed reading this book but also learned much more useful, actionable information than expected. In fact, it fundamentally changed the way I look at and listen to my current and target customers, and I’m already seeing measurable gains from this simple idealogical shift.
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