This is the first relationship marketing handbook that investigates, explores and teaches – in scientific and humanistic terms – how to build effective marketing and communication strategies thanks to your knowledge of your audience.
It details the tools, techniques, methods and processes you need in order to create a relationship marketing strategy in line with business and personal goals, going beyond a purely theoretical analysis of the relationship market.
Polarisation, trolling, memorability and strategic visions are the social capital of today's brands: understanding how to rationally approach this market is crucial to creating an organic roadmap for your business. Learning to exploit one’s knowledge of and one’s relationship with the target audience is one of the most effective tools that brands have at their disposal for strategic marketing.
The book includes numerous first-hand accounts as well as a pragmatic approach to relationship marketing to help you effectively plan your objectives and marketing and communication strategy measurements.