Mind to Mind Marketing: How to Communicate with Your Customer as a 'Segment of One': Communicate with Your Customers and Create a 'Segment of One'

Mind to Mind Marketing: How to Communicate with Your Customer as a 'Segment of One': Communicate with Your Customers and Create a 'Segment of One'

by HarryAlder (Author)

Synopsis

Psychologist Harry Alder draws on his knowledge of Neuro Linguistic Programming (NLP), and the extensive work he has undertaken with many organizations looking to achieve a superior way of communicating with their customers, to create mind-to-mind marketing. Using techniques such as mind modelling and psychographic analysis, he shows how it is really possible to develop a mind-to-mind relationship between buyer and seller. Alder begins by exploring where businesses have got to in their quest for customer knowledge and customer satisfaction, enabled by both traditional marketing methods and new technology tools such as the Internet. He also takes a provocative stance by questioning much of the accepted wisdom of marketing. He then takes readers step by step through the mind-to-mind marketing methodologies and techniques, and looks in detail at how effective they can be. He offers insights into: why the customer is king mantra is a myth; why the traditional marketing mix needs to be reinvented; the need to exorcise the holy quadruple (the 4 Ps) of the marketing faith; and the role of NLP techniques in a relationship marketing strategy.

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More Information

Format: Paperback
Pages: 256
Publisher: Kogan Page
Published: 01 Apr 2001

ISBN 10: 0749433663
ISBN 13: 9780749433666
Book Overview: In Mind to Mind Marketing psychologist Harry Alder draws on his knowledge of Neuro Linguistic Programming (NLP), and the extensive work he has undertaken with many organizations looking to achieve a superior way of communicating with their customers to create mind-to-mind marketing.

Media Reviews
This book's sound advice provides plenty of excellent food for thought on how best to deal with people, in all situations, to your advantage. Can you afford not to buy this reader-friendly and intuitive book. -- Direct Marketing International
Author Bio
Harry Alder draws on his vast experience in business, having held a number of top corporate and public positions. He now trains senior executives in leading companies, specializing in the areas of creativity and innovation, advanced communication skills and personal effectiveness. A popular conference speaker and broadcaster, with a truly international audience, Dr Alder has a Master's degree and doctorate in business administration. He is Associate Professor of a leading international business school and a certified NLP Master Practitioner. He is also a prolific and acclaimed international author of some 20 business books, many of which appear in more than 15 foreign language editions.