One morning in Lisbon, something clicked inside Dave and Nick, who looked at each other — almost in sync — and said, “we need to write a book.” They had been listening to an author talk about marketing effectiveness at a client conference, and could almost hear minds opening and gears turning as a packed room of professionals listened, learned, and started to think differently about a new and exciting approach to their work.
Dave and Nick had been in a months-long discussion about why forming durable connections with consumers was so hard, and they wanted to formalize their thinking and contribute something to the debate. Three years later, leveraging research from 7,000 consumers in the US and Europe, focus groups in four countries, and hundreds of interviews with marketers and experts, they completed Marketing to the Entitled Consumer.
Their goal is to challenge the status quo, encouraging marketers to try something new by creating a roadmap for changing how to build relationships with entitled consumers.
The Path to
Marketing to the Entitled Consumer is based on both quantitative and qualitative consumer research and extensive interviews with marketers and thought leaders. The survey research was conducted among 7,000 consumers based in the following countries: France (1,000 consumers), Germany (1,000), Italy (1,000), Spain (1,000), the UK (1,000), and the US (2,000). The study was conducted by Research Now SSI between August 24 and September 27, 2017. Data analysis, including the development of the Entitlement Factor, was conducted by KGR+C, a strategic research, insights, and analytics consultancy.
Qualitative research includes interviews with marketers and experts, both in person and via phone calls. The authors also moderated four live discussion focus group discussions with consumers between September 2017 and February 2018 in Austin, Texas; London, UK; Munich, Germany; and Stockholm, Sweden. The interviews each included six to ten participants who were unknown to the moderators in advance of the interviews.
Consumers expect more than ever before. Frankland and Worth dive deep into understanding what this trend means to help you discover what it takes to win with the entitled consumer!W. Dan Marks,
Full of examples and practical advice, Marketing to the Entitled Consumer is both eye-opening and informative. It reminds us that it’s difficult but necessary to use every customer interaction as an opportunity to learn more about customers and serve them better — because, if we don’t, they’ll happily go elsewhere for those ever-better experiences...Ginger Conlon, chief editor, MKTGinsight
In Marketing to the Entitled Consumer, Frankland and Worth define how to do marketing that puts the consumer first. I've learned just how powerful that can be in building INDOCHINO. If you want to market in a way that creates long-term, valuable customer relationships, move this book to the top of your reading list.Drew Green, CEO, INDOCHINO
Finally a marketing book that sees around the corner to understand consumers of tomorrow and how to connect with them.Steven Van Belleghem,
Marketing to the Entitled Consumer offers a field guide to the habits, care and feeding of today’s new breed of demanding customers. Research-based and insight-packed, it explains what customers want and how you can give it to them. Must reading.David M. Raab, Raab Associates Inc.
Great products and services are just table stakes to success. Companies must have an unrelenting focus on the needs of their key customers, especially as they become increasingly entitled. It’s more than just listening to what customers say. You must anticipate their unexpressed needs as well.Bruce Temkin, Managing Partner of Temkin Group