Description
Book SynopsisA detailed look at relationships and how to harness their power for business growth This book teaches marketers how to build successful relationships with early-stage buyers by creating trust and a sense of friendship.
Table of ContentsForeword by Phil Fernandez vii
Acknowledgments xi
Preface: Is Digital Marketing Dead? xiii
Introduction 1
Chapter 1 Business as Usual Is Over . . . or Is It? 9
Chapter 2 Digital Changes Everything 19
Chapter 3 The Importance of Relationships 43
Chapter 4 How We Connect in the Digital World 53
Chapter 5 Measuring the Value of Relationships 81
Chapter 6 Bridging Digital 95
Chapter 7 Understanding Need 99
Chapter 8 Developing History 107
Chapter 9 Offering Curation 117
Chapter 10 Recognizing Faces 123
Chapter 11 Telling Stories 135
Chapter 12 Being Authentic 147
Chapter 13 Delivering Consistency 163
Chapter 14 Maintaining Credibility 173
Chapter 15 Helpfulness 185
Chapter 16 Nurturing Online Communities 197
Chapter 17 Delivering the Promise 211
Chapter 18 Looking Forward 227
Notes 237
Index 247
