About the Book
&>will control your brand relationship, there’s only way to win: help them do it. The Opt-Out Effect shows you how.
Marketing thought leader Gerald Smith brings together new research data, powerful strategies, and indispensable tools for implementing customer-centric brand management that supports today’s customers and earns their loyalty.
You’ll master new digital brand management best practices hands-on, via realistic exercises and well-tested worksheets and templates you can use in your own environment. Nicholson and Smith ground their recommendations in evidence, unveiling important new research from Pitney Bowes and Kitewheel that illuminates the viewpoints of nearly 1,000 marketers and 1,000 consumers across several leading industries.
Learn how to:
Quantify what opt-out is costing your business in dollars and cents
Control opt-out by empowering customers with opt-up, opt-down, and opt-in user preferences
Reframe brand strategy as customer-centric, building on radically new assumptions, languages, and beliefs about marketing
Use customer analytics to listen to, sense, and engage customers “in the moment”
Apply customer-centric concepts such as Opt-Out Monetization, Customer-Driven Brand Loyalty, Customer-Driven Lifetime Value, and Customer-Driven Brand Equity
Profitably empower customers to control their messaging, media, channels, offerings, and more
Integrate your key customer relationship measures in a complete e-driven customer managed marketing framework that helps you clarify your goals, priorities, and performance
Table of Contents:
Acknowledgments xii
About the Author xiii
Introduction xiv
Chapter 1: The Age of the Customer 1
Chapter 2: The Opt-Out Effect 33
Chapter 3: The New Look of Loyalty 69
Chapter 4: Customer-Managed Experience 119
Chapter 5: Managing Moments of Truth and Opt-Out 163
Chapter 6: The New Brand Manager in the Digital Economy 201
Index 235
About the Author :
Dr. Gerald E. Smith led the Marketing Faculty at Boston College for nearly a decade and is currently Associate Professor of Marketing in the Carroll School of Management. He leads the MBA Product and Brand Management Specialization, and the Brand Management Partners Program. An award winning teacher, he teaches Strategic Brand Management, Strategic Pricing Management, and the core Marketing Management course. He has been featured in leading executive programs, including the Wharton School, DukeCE, Columbia University, Boston University, and Suffolk University. He has long been an adviser in brand management and pricing to firms in a variety of industries--consumer packaged goods, health care, agribusiness, energy and power generation, automotive, semiconductors and electronics, lodging and food service, wholesale distribution, financial services, and others. Editor of Visionary Pricing (Emerald Press, 2012) and original contributor to Prentice Hall’s best-selling The Strategy and Tactics of Pricing (now in its 5th edition), he was an early thought leader with the Strategic Pricing Group, Inc., now part of Monitor-Deloitte. His research on value-based marketing, pricing, and brand communication strategy has been cited in popular press outlets such as The Wall Street Journal, The Christian Science Monitor, The Boston Globe, Across the Board, and others. His research has been published in leading marketing journals, including Journal of the Academy of Marketing Science, California Management Review, Sloan Management Review, Marketing Research, Marketing Management, Pricing Strategy & Practice, Journal of Retailing, Public Administration Review, Psychology & Marketing, and others. He is the recipient of various research awards, including best paper awards from the American Marketing Association and the Academy of Marketing Science.
