FLIP THE FUNNEL How to Use Existing Customers to Gain New Ones Authors :Joseph Jaffe Publisher : Wiley Press 2010 This book sets out to challenge. The opening statement is, “what if we all got it wrong? What if everything we held about doing business was backwards?” What Jaffe is describing is businesses trapped in the strategy of acquiring new customers through traditional marketing and advertising means, rather than [...]
DATAMINE.03 NEW MODELS OF MARKETING EFFECTIVENESS From Integration to Orchestration Authors : Cox, Crowther, Hubbard, Turner Publisher : WARC 2011 Some of the books in the Meerkats library are drier than others, and this publication would probably win the prize for being the driest. Even our nerdiest Strategy Planners have struggled through it. Fortunately, we’ve saved you the trouble, and here are the key learning’s in this book review! [...]
JUICING THE ORANGE How to turn creativity into a powerful business advantage Author : Pat Fallon and Fred Senn Publisher : Harvard Business School Press 2006 Fallon and Senn have used a clever advertising technique to attract attention to their book. The hook to uncover “what on earth does juicing the orange mean?” is irresistible for the bookshop browser. Turns out it’s a metaphor for extracting the most bang for [...]
