This marketing relationship bestseller is a bran-new book and the original new book is sold at usual price RM119.89. Now hardcover here Only at RM28. Can't Buy Me Like is a 2013 book by Bob Garfield and Doug Levy. Can't Buy Me Like focuses on demonstrating to marketers how to build meaningful business returns in the Relationship Era by cultivating authentic customer relationships. The book proposes that there is an ongoing shift in marketing from the Consumer Era, where marketers spin product advertising, to the Relationship Era, where companies who have a core purpose and who care about something other than selling products, sell more of their products. It indicates that the success of companies in the Relationship Era is based on authenticity, trust, and relationships. Today's brands face an apparent choice between two evils: continue betting on their increasingly ineffective advertising or put blind faith in the supposedly mystical power of social media, where "likes" stand in for transactions and a mass audience is maddeningly elusive. There has to be a better way . . . As Lennon and McCartney wrote a half century ago, money can't buy you love. But in today's world, where people have become desensitized-even disillusioned-by ad campaigns and marketing slogans, that maxim needs an update: Money can't even buy you like. Can't Buy Me Like is a narrative that proposes that the Relationship Era is a new direction for marketing and advertising and that a purpose is required for companies to succeed in the Relationship Era. The book is divided into an introduction, 11 chapters, and then an Authors' Afterword and Acknowledgements section. It is written in narrative format and includes case histories from large and small businesses, as well as public and proprietary data. It also includes graphics, charts, and step—by step instructions for succeeding in the Relationship Era. The book emphasizes the importance of purpose in the branding statements of companies. As indicated in the book's introduction, "At the most basic level, Can't Buy Me Like is a book about a simple truth: if you are still selling goods and services by blanketing the world with advertising, trying to persuade or entertain or flatter consumers into submission, you are doing things all wrong. Because the world has changed. A lot.” Great book about the possibilities that lie in the death of advertising. The bottom line, as far as Garfield and Levy are concerned, is that today's brands can only be sustained by meaningful relationships with their customers via social media. When companies attempt to exploit social media as a new way to deliver top-down advertising, they fail. When it comes to social media, the medium REALLY IS the message. Garfield and Levy are heavy on anecdote. But the anecdotes are both entertaining and illustrative! Watch as traditional advertising mascots are viciously mocked on Twitter as payback for corprate skullduggery (Progressive Insurance) and hashtags backfire (McDonald's, among others).
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