November 2010
Beginner
280 pages
6h 49m
English
Content preview from The Secrets of Success in Marketing
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.
About the author vii
Introduction ix
PART 1 Closer to your customers: the true
measure of success
1
1 Get up close and personal with the precision
of one-to-one marketing
5
2 A lifetime together – the true value of long-term
customer relationships
19
3 Community service – a problem shared 35
4 Put customers on your product development team 47
5 Pass the parcel – make it easier for customers to
contact you
61
PART 2
It takes more than a product to succeed 79
6 Piggyback on other brands 83
7 Service charge is extra 97
8 Sell the knowledge 113
9 Risky business – pricing in challenging times 129
Contents
vi Contents
PART 3 ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.