The Shopper Economy: The New Way to Achieve Marketplace Success by Turning Behavior into Currency

Index

Aaker, David, 68

Activity-for-activity-sake pitfall, 57

Additional sources of purchasing power, 224

Advertising, 24

Advocacy, 6–9, 57–58, 77–98

barriers and motivators, 68–73

bloggers, 100–105

brand advocates, 81

brand advocates vs. heavy buyers, 202–203

brand evangels, 87, 116–118

case studies, 89–92

categories, 86–87

CLV, 80

ConversionBuddy, 84–85

CRV, 80

do-it-yourself programs, 32–34

earned media, 210

effectiveness, 211

interview (Lazerow), 93–96

loyalist/advocates, compared, 81–83

net promoter score (NPS), 77–79

Netizen advocates, 113–116

purchase-cycle model, 49

rating advocates, 85–86

roundtable, 105–113

studies/surveys/quotes, 99–120

summary (recap), 97–98

transaction anonymity, 83

word of mouth, 79–81

Advocate-heavy group, 203 ...