Sticky Marketing: Why Everything in Marketing Has Changed and What to Do about It

by Grant Leboff

Sticky Marketing provides a new set of rules for effective communications in a world transformed by new technology. It introduces a new model of customer engagement and asks "not what your marketing can do for you, but what your marketing can do for your customer." Companies have to move away from the old marketing system of shouting messages at people to attracting them by providing value around their product or service - in other words by becoming 'sticky' or attractive. Grant Leboff argues that it is not 'return on investment' that matters but 'return on engagement,' not your unique sales point (or USP), but your customer engagement point (your CEP), that will make the difference in today's cluttered marketplace. 

Sticky Marketing proves that marketing should be about value creation if businesses want to truly engage with their customers - to stop shouting and start a conversation. Only by providing value can businesses win the battle for customer attention.

240 pages, Paperback

First published January 3, 2011

Reviews

[Gayle · Rating 3 out of 5]

For the most part, this is a good basic marketing book. When it first came out, it may have had some unique ideas. Many of them are common now. I'd really like Leboff to come out with a revised version - one more updated and less repetitive in style.

About the writing - either editing was non-existent or Leboff often forgot what he wrote from paragraph to paragraph. The repetition nearly became insulting.

[Adam Underhill · Rating 3 out of 5]

If you've never studied or read a book on marketing you could do worse than read this.

If you have studied marketing you should be doing all the stuff in it already.

[Josephine · Rating 5 out of 5]

Great book about how marketing has changed with the internet.