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9780273745518

Why Should Anyone Buy from You? Earn customer trust to drive business success

by
  • ISBN13:

    9780273745518

  • ISBN10:

    0273745514

  • Edition: 1st
  • Format: Paperback
  • Copyright: 2011-09-11
  • Publisher: Ft Pr
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Summary

Discover 10 powerful secrets for building business trust and winning sales--today, tomorrow, and For The long term! Achievable solutions for building customer relationships that are deeper, more trusting, and more profitable. Find 'truths that connect,' integrate your commercial and social roles, and master today's new era of 'mass interaction.' Packed with case studies, and authored by the UK's most influential marketing leader, Justin Basini--voted #1 on Marketing Direct's Power 100 list. Trusted brands outperform in every category: costs are lower, marketing is more effective; employees are more satisfied and effective, and an aggressive media cuts them more slack. But trust in most brands is at an all-time low, and simply spending more on marketing and advertising won't solve that problem. In this book, world-renowned branding and marketing expert Justin Basini reveals 10 secrets that will. Basini presents powerful new techniques for achieving relationships with your customers that are deeper, more trusting, and ultimately more profitable. Through interviews and case studies with companies ranging from Pepsi and Red Bull to Vodafone, you'll learn how to: Understand The risks your customers take when they buy from you, And The hidden promises you're making to them. Find the 'truths that connect,' and link your marketing to who you actually are. Control the long-term narrative surrounding your business. Master today's new age of mass interaction. Become 'translucent' (and understand why that's enough). Trust your customers as you help them trust you. Integrate your business's commercial imperatives with its social and human roles.

Table of Contents

Acknowledgementsp. xi
Introduction: Why trust makes you moneyp. xv
Why trust mattersp. 2
A deeper understanding of trustp. 4
Easy to feel but hard to definep. 5
The nice guy finishes firstp. 8
A trusts B to do Xp. 9
Are people who trust dumb?p. 10
Free market free fallp. 12
So what builds trust?p. 13
Appeal to the heart and the head will followp. 14
Brands are stores of trustp. 17
Social capital, trust and brandsp. 19
Thick versus thinp. 21
What's the matter with trust?p. 24
The decline and fallp. 26
How is trust changing?p. 27
Who do we trust?p. 29
Do we trust business and businesspeople?p. 30
In brands we trustp. 31
Fear and greedp. 33
Doing a runner?p. 36
Morality and the wealth of nationsp. 37
Ethics versus morality in businessp. 39
Trust in marketing?p. 42
From deference to referencep. 44
Blink or think?p. 45
From deference to preferencep. 46
Programmed to wantp. 50
Convenient truthsp. 50
Beginning the journey to trustp. 56
Commanding trustp. 58
The sizeable prize of trustp. 59
Towards a framework for building trustp. 60
Seek to understandp. 61
Communications that match signals with the brand reality and aspirationp. 65
Driving behaviours that command trustp. 66
Get a missionp. 67
The new realismp. 72
I can't get no satisfactionp. 74
You think in benefits, but your customer thinks in risksp. 78
Fear and riskp. 81
How does trust work in your category?p. 84
Realities and aspirationsp. 90
Manipulating behaviourp. 92
The drip, drip, dripp. 93
The three states of a brandp. 94
Matching the brand signals with brand realityp. 96
Strategies to signal trustworthinessp. 98
The story mattersp. 104
The turning pointp. 108
Less crisis and more reformationp. 111
From mass communications to mass interactionsp. 113
From eyeballs to engagementp. 115
From attention to contentionp. 118
The battle for the voice of businessp. 119
Top-down is deadp. 120
Unleash the peoplep. 123
Are you a high-trust organisation?p. 128
Trust is a two-way thingp. 132
Does your business trust your customer?p. 133
How do you show you trust?p. 136
Are you a high-trust organisation?p. 139
Ideas for creating a high-trust organisationp. 141
The next steps towards higher-trust organisationsp. 142
Is your business rich in social capital?p. 143
Living-room leadershipp. 148
Leaders: apply withinp. 152
Big problems, big opportunities, big connectionsp. 154
Mission possiblep. 157
Start at the beginningp. 161
The future of trustp. 166
Bankers are evil, aren't they?p. 168
'What is your job for?'p. 169
The power of system redesignp. 171
Every business is socialp. 171
Selling less stuffp. 173
This future is radicalp. 179
Bibliographyp. 180
Indexp. 183
Table of Contents provided by Ingram. All Rights Reserved.

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The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

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