Книга: John Jantsch «The Referral Engine: Teaching Your Business to Market Itself»

The Referral Engine: Teaching Your Business to Market Itself

The small business guru behind Duct Tape Marketing shares his most valuable lesson: how to get your customers to do your best marketing for you. The power of glitzy advertising and elaborate marketing campaigns is on the wane; word- of-mouth referrals are what drive business today. People trust the recommendation of a friend, family member, colleague, or even stranger with similar tastes over anything thrust at them by a faceless company. Most business owners believe that whether customers refer them is entirely out of their hands. But science shows that people can't help recommending products and services to their friends-it's an instinct wired deep in the brain. And smart businesses can tap into that hardwired desire.

Издательство: "Portfolio Hardcover" (2010)

ISBN: 1591843111

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John Jantsch

John Jantsch (born April 2, 1960) is a marketing and digital technology coach who specializes in working with small business. He is the author of one book, Duct Tape Marketing and the creator of the coaching system by the same name.

Background

Jantsch grew up in Kansas City and attended the University of Kansas. His first professional jobs were sales related for the John Henry Company and his father’s independent sales agency.

He started his own marketing business in 1985 and created the Duct Tape Marketing small business marketing system in 2002 and added the Duct Tape Marketing Coach Network in 2004.

Ideology

Much of Jantsch’s writings are centered on the concept that marketing must be approached much like any system in a business. A strong proponent of developing marketing strategies before marketing tactics, he says "small-business marketing is a system...not an event."cite news | first=Stacey | last=Perman | coauthors= | title=Duct Tape Tips on Marketing Your Business | date=2006-04-27 | publisher=McGraw Hill Companies | url =http://www.businessweek.com/smallbiz/content/apr2006/sb20060427_850302.htm | work =Business Week | pages = | accessdate = 2008-05-10 | language = ] .

Marketing systems can be designed effectively for advertising, public relationscite news | first=Kelly | last=Spoors | coauthors= | title=Getting Effective Publicity for Less | date=2006-04-27 | publisher=Dow Jones & Co. | url =http://online.wsj.com/public/article/SB118705175447196673.html | work =Wall Street Journal | pages = | accessdate = 2008-05-10 | language = ] and referrals.cite news | first=Justin | last=Martin | coauthors= | title=Get Customers to Sell For You | date=2008-05-21 | publisher=Time Warner Co. | url =http://money.cnn.com/2008/05/21/smallbusiness/customers_sell_for_you.fsb/ | work =Fortune Small Business | pages = | accessdate = 2008-06-10 | language = ]

Works

John Jantsch is the author of several books:

* Duct Tape Marketing – The World’s Most Practical Small Business Marketing System – Thomas Nelson Publishers (2007)
* Referral Flood - How to create a flood of new business without spending one dime on advertising (2005)

External links

* [http://www.ducttapemarketing.com Official site]

References

Источник: John Jantsch

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John JantschThe Referral Engine: Teaching Your Business to Market ItselfThe small business guru behind Duct Tape Marketing shares his most valuable lesson: how to get your customers to do your best marketing for you. The power of glitzy advertising and elaborate… — Portfolio Hardcover, Подробнее...2010
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