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UnMarketing: Stop Marketing. Start Engaging. Hardcover – Sep 7 2010


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Product Details

  • Hardcover: 272 pages
  • Publisher: Wiley (Sept. 7 2010)
  • Language: English
  • ISBN-10: 047061787X
  • ISBN-13: 978-0470617878
  • Product Dimensions: 16 x 2.6 x 22.7 cm
  • Shipping Weight: 454 g
  • Average Customer Review: 4.4 out of 5 stars  See all reviews (7 customer reviews)
  • Amazon Bestsellers Rank: #10,638 in Books (See Top 100 in Books)
  • See Complete Table of Contents

Product Description

Review

“(INSERT NAME HERE) has written a game changer for (INSERT INDUSTRY HERE). Drop everything and read this book!”—Famous author who hasn’t read this book

“This author has paid $8,000 to be part of my ‘bestselling author program’ and he gets a testimonial as part of his fee. This is it.”—Bestselling author who has written a testimonial for every biz book out there

“This book has a great amount of words.”—Fortune 500 CEO that was at an open-bar event with author and agreed to give testimonial

“This book is the greatest business book in the world, besides mine.”—Author who only gives testimonials for people who give him one in return

Don’t believe every book testimonial you read.

From the Inside Flap

Stop marketing. Start UnMarketing.

Consider marketing. It's a vital aspect of running a successful business, but lately its practices have been taking a beating. And why not? Do you like getting cold-called just when you sit down to dinner? Having your mailbox clogged with random offers you immediately toss? Do you listen carefully to the ads that interrupt your favorite TV show? No? If these experiences are "marketing," you—and your customers—probably prefer whatever's the complete opposite.

Instead of trying the same tired methods, what if you could have a new kind of conversation with your customers and prospects? If you're ready to stop marketing and start engaging, then welcome to UnMarketing.

Taking an on-the-ground look at the changing landscape of business-customer relationships, UnMarketing gives you innovative ways out of the old "Push and Pray" rut, which assumes that messages sent out blindly and broadly will magically lead to loyal, long-term clients. Instead, you'll discover a new, highly responsive "Pull and Stay" approach that brings 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.

With a smart take on using social media as a new toolset rather than just a fad, UnMarketing features numerous bite-size chapters you can consult and apply according to your unique business requirements. These chapters are all bursting with practical tips and real-world examples, giving you a sense not just of what works (and what doesn't) but of how and for whom.

If all business is built on relationships, then, no matter your enterprise, building good relationships is your business. UnMarketing supplies you with a winning approach to stop ineffective marketing and put relationships first—then reap the long-term, high-quality growth that follows!


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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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4.4 out of 5 stars
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Most helpful customer reviews

2 of 2 people found the following review helpful By Rafaeel on Oct. 10 2011
Format: Hardcover
This book is for everyone who works with people. The approuch that people use to hook up with people, companies can do the same to their clients. Be simple isn't easy so read the book!

Graet for Marketers, Advertising Agency, CEO, HR, PR and everyone else!
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1 of 1 people found the following review helpful By Shoeless on May 8 2012
Format: Hardcover
Scott Stratten reminds us just how important it is to be relevant. That it is quality over quality that matters. That using common sense - a rarity at times - will get you the connection you are looking to achieve. And building and maintaining relationships is critical. His live presentations bring this book to life! Can't wait for his next book of Awesomeness.
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Format: Hardcover
In Un Marketing, Scott Stratten discusses how to market effectively in the online social space. He stresses that the traditional methods of push communication must shift to one-on-one engagement if companies want to be successful, and shares several success stories and personal anecdotes to support his theory. It's a great read for anyone who has a specific interest in the marketing aspects of social media and appreciates a little bit of sarcasm along the way. Enjoy!
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Format: Hardcover
This book is organized into 56 two to ten page long articles. The first 2/3rd of the book is about how Twitter, out of the three main social media conduits, is a great medium to engage with people, not necessarily customers. The balance of the book is about the experience of the author in retail stores, speakers' circuits, seminars, trade shows, networking events, etc. The author delivers on his promise of showing the reader how to market oneself or one's company in the new economy way, i.e., through active engagement as opposed to passive mass marketing. Despite all this, I felt somewhat cheated, because I thought the funny reviews on Amazon.ca were a representative sample of what would be covered in the book. Unfortunately, there were only six pages, out of 249, dedicated to the topic of best-sellers and testimonials and it was largely anecdotal. In terms of the writing style of the book, it is conversational and uses basic language that would appeal to those who do not possess a developed vocabulary in business and marketing. Based on the foregoing I believe there are two main target audiences for this work. One, the small Internet entrepreneur who is trying to maximize his sales potential. Two, the sales director who never went to University. (Please note that I do not mean the last sentence in a condescending way.)
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