Contents -- List of figures and tables -- List of abbreviations -- praise for sticky marketing -- Part 01 prologue -- What the Sex Pistols taught me about marketing -- Part 02 Setting the scene -- 01 Printing press to internet -- The development of communication -- The limitations of traditional communication channels -- The internet's impact on communication -- The internet's influence on global change -- 02 Scarcity to abundance -- The abundance of choice and information -- The 'shouting' lost its value -- Where customers now go for information -- 03 Transactions to engagement -- The limitations of traditional 'relationship marketing' -- Striving for 'relationships' is not enough -- Introducing 'customer engagement' marketing -- From 'return on investment' to 'return on engagement' -- Engaging on your customer's terms -- Becoming a trusted source of information -- Part 03 Developing an effective marketing strategy -- 04 Benefits to problems -- An example of transactional marketing -- The alternative approach: providing value around your product or service -- The shortcomings of benefit messaging -- Ask the right question -- Problem Maps® -- Using Problem Maps® as the basis for engagement -- 05 Products to experiences -- The value is in the experience -- Developing the experience -- The importance of strategic partnerships -- Embracing the idea of providingexperiences -- Participation -- The internet encourages participation -- Marketing's move from tactics to strategy -- The changing dynamic between sales andmarketing -- The role of delivery mechanisms -- 06 Unique selling point tocustomer engagementpoints -- Why the USP will not sell experiences -- The journey to customer engagement points -- An engagement strategy means becomingattractive -- The importance of a 'narrative' -- Introducing customer engagement points.

Part 04 Communicating the message -- 07 Messages to conversations -- Power to the people -- Becoming 'part of the conversation' -- User-generated content and co-creation -- Identifying the 'influencers' -- The importance of social platforms -- 08 Image to reputation -- How we all became marketers -- Marketing is a conversation -- The move to authenticity -- Communications in trusted networks and social media -- The importance of values -- Developing a narrative -- 09 Controlling to sharing -- The changing nature of competition -- The mindset of abundance -- The importance of sharing and collaboration -- Personalization and the new working environment -- Co-creation with customers -- A new age of openness -- Part 05 Conclusion -- 10 It's not about you, it'sabout the customer -- Why old marketing is too company focusedfor today -- The new value in immediacy -- The changing nature of segmentation -- The power of context -- Behavioural targeting -- Making use of context on the internet -- Social media -- Notes -- Index.