Marketing to the Entitled Consumer: How to Turn Unreasonable Expectations Into Lasting Relationships

Marketers face a paradox. Consumers expect your brand to know everything about the--who they are, what they want, and why--and to deliver it at the exact moment they need it. But ad saturation and inbox clutter make them resent everything marketers do. In this environment, traditional approaches just

won't cut it. Marketing to these entitled consumers demands a new strategy: consumer-first marketing. And this book, featuring a foreword by NFL Hall of Famer Steve Young, is the first to lay out how to do it.

Based on focus groups and surveys with 7,000 consumers, combined with the authors' experience with hundreds of brands, Marketing to the Entitled Consumer shows you everything you need to apply consumer-first marketing in your organization.