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Don’t Just Relate—Advocate!: A Blueprint for Profit in the Era of Customer Power by Glen Urban

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Chapter 5. Theory A—The New Paradigm

In the last three chapters, we learned that the growth of customer power is pervasive and cannot be ignored. Fueled by a set of converging forces, a tsunami is heading toward companies. Companies must now ask, “What are we going to do about Customer Power? We could push harder with promotion or pull more with advertising—our traditional marketing techniques,” but the emerging alternative is advocacy. In this chapter, I examine a new trust methodology based on “Theory A” (A is for Advocacy) as an answer to increasing customer power, and I contrast it to “Theory P” (P is for Push/Pull marketing).

Rules of Traditional Push/Pull Marketing

Traditional marketing has been successful over the past 50 years. It is ...

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