In the arms of marketing, or When a customer buys everything

In the arms of marketing, or When a customer buys everything

Book Description

Bad are those marketers who believe that marketing is "so difficult!". Effective marketing is always based on very simple and obvious principles. You can run after a client for a long time and persistently, hoping to find out all his needs, desires, problems, fears. What, in fact, strategic marketing calls for: to overcome the client with questions, to survey, to test, to track through Wi-Fi the MAC address of the network card of his phone. Process and interpret the hard-won information about consumer preferences… And you can make sure that the client himself is ready for anything! Stress marketing is used for this. We run to the store when we feel bad and when everything is good. We buy to relieve stress or to avoid a stressful situation. Our reaction is unchanged in response to a lot of annoying factors. It's like we're programmed to act on a pattern. Impulsively. Thoughtlessly. On the machine. Instincts are stronger than reason. We were provoked — we reacted. Hence the first rule of a marketer: if you want a predictable result from a consumer, turn to his basic instincts. And it is unnecessary to fool neither yourself nor people! There are many simple solutions in the book: marketing templates, strategies, examples of how to get a predictable reaction from consumers and customers. Igor Pylaev is an experienced marketer and communicator, for many years he has been the PR director of a large businessman from the Forbes Russian hundred, the author of bestsellers from the Mafia Manager series and the desk book of an unscrupulous PR man "In the arms of PR, or When the client is ready for anything."