000			02777nam a2200313 i 4500
003			OSt
005			20201223162347.0
008			201223s2020 nyu er 001 0 eng d
020			_a9780593084007 _cRM135.95 _qhardback
040			_aPPAK _beng _cPPAK _erda
082	0	4	_223 _a658.812
090	0	0	_a658.812 _bSCO _dG
100	1		_aScott, David Meerman, _eauthor.
245	1	0	_aFANOCRACY : _bTurning Fans into Customers and Customers into Fans / _cDavid Meerman Scott and Reiko Scott ; FOREWORD BY TONY ROBBINS
264		1	_a[New York, New York] : _bPortfolio/Penguin, _c2020
300			_axvii, 284 pages : _c22 cm
336			_2rdacontent _atext
337			_2rdamedia _aunmediated
338			_2rdacarrier _avolume
500			_aIncludes index
505			_tOur story -- _tStrength through fandom -- _tThe power of fan-centric business -- _tGet closer than usual -- _tLet go of your creations -- _tGive more than you have to -- _tBuild identity to become more than the product -- _tBe smart about influencers -- _tBreak down barriers -- _tListen to rehumanize -- _tTell the truth, especially when it hurts -- _tDevelop employees who are fans -- _tA passionate life -- _tShare your fandom.
520			_a"Fandom isn't just for actors, athletes, musicians, and authors anymore. It can be rocket fuel for any business or nonprofit that chooses to focus on inspiring and nurturing true fans. The most powerful marketing force in the world isn't social media, email blasts, search ads, or even those 15 second commercials before a YouTube video. It's fandom. David Meerman Scott and his daughter Reiko are very different - one is a baby boomer business strategist, the other a millennial medical student. But both noticed that the kind of enthusiasm they once reserved for pleasures like the Grateful Dead (David) and Harry Potter (Reiko) now extends to all sorts of companies and organizations. So they teamed up to explore a big question: Why do some brands, even in supposedly boring categories like car insurance and enterprise software, attract not just customers but raving fans? The key is creating what they call a "fanocracy" - an organization that puts the needs and wishes of fans ahead of every other priority. It can be scary, at first, to focus on intangibles like community, generosity, and fun, rather than squeezing every penny from each interaction. But those who apply the strategies in Fanocracy are more likely to dominate their categories. And beyond the financial benefits, fanocracies spread more joy and inspiration to the world at large"--
650	1	0	_aRelationship marketing.
650	2	0	_aCustomer relations _vManagement.
650	2	0	_aConsumer behavior.
700	1		_aScott, Reiko, _eauthor.
700	1		_aRobbins, Tony, _eforeword.
942			_2ddc _cB
999			_c180735 _d180735