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Evangelist Marketing: What Apple, Amazon, and Netflix Understand About Their Customers (That Your Company Probably Doesn't) Hardcover – January 3, 2012


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Product Details

  • Hardcover: 288 pages
  • Publisher: BenBella Books (January 3, 2012)
  • Language: English
  • ISBN-10: 1936661098
  • ISBN-13: 978-1936661091
  • Product Dimensions: 9.3 x 6.4 x 1 inches
  • Shipping Weight: 1.2 pounds (View shipping rates and policies)
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (27 customer reviews)
  • Amazon Best Sellers Rank: #882,255 in Books (See Top 100 in Books)

Editorial Reviews

Review

“Alex does a masterful job of pulling together insights across different products and businesses and then communicating those insights in a practical and useful way so you can see how they apply to your own situation and the issues you are facing.”
--Eric Stang, CEO of Ooma

"I loved this book. I've often wondered why are there so few legendary marketing leaders? Alex Goldfayn tells the inside stories of the most brilliant campaigns, demystifies the magic, and reveals the first principles from these marketing giants."
--John Sculley, former Apple CEO

“Alex cuts into the muscle of consumer electronics companies and identifies what distinguishes the beloved brands from the me-too brands. He challenges the assembly line orientation of organizations and details how to win avidity with consumers. This is a look-yourself-in-mirror book for anyone that wants to escape the sea of sameness.”
--Bob Stohrer, VP Marketing, Virgin Mobile

“In Evangelist Marketing, Alex Goldfayn reminds us that technology is merely a means to an end and that while great products and great experiences are the ultimate drivers of demand, it shouldn’t stop there. To truly reach mass market status and not leave money on the table, companies must energize their marketing efforts to create ‘evangelists’ for their product or service. Alex’ framework for reaching evangelist marketing nirvana is laid out in a clear step-by-step framework that if applied, will yield results.”
--Chris Dobrec, Senior Director Product Marketing, Cisco

“Alex Goldfayn doesn’t pull any punches with Evangelist Marketing. Every high-tech marketer should read this book.”
--Tony Lee, Vice President of Marketing, TiVo Inc.

"Alex nails right on the head one of the big issues in tech companies today: The fact that too often engineers run marketing. This creates complicated products that people don't really want and therefore don't buy. I think everyone in the tech industry should read this book, highlight key points and share them in their next product development meeting."
--Brian S. Packer, Managing Director, ZAGG International, the creators of Invisible Shield

"If you work with consumers you should read this book. Alex demystifies the 'magic' that companies like Apple, Netflix, and Amazon tap into."
--Jon Dale, co-founder of Moolala

About the Author

Alex Goldfayn is a secret weapon marketing consultant, advisor and speaker for the top consumer electronics manufacturers in the world, and their agencies. He helps clients with their brand strategy, marketing, messaging and positioning. Alex's clients include Blackberry, T-Mobile, Virgin Mobile, Sony and TiVo. Alex is a former syndicated technology columnist for the Chicago Tribune.

He lives in the suburbs of Chicago with his wife and children.

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Customer Reviews

This book is a must read for anyone involved in Marketing or the tech industry.
Shawn Casemore, Management Consultant
This is a fabulous book for those who want to create customers who demand others join them in partaking of your products and services.
Alan Weiss
The examples in this book are tremendous and really provide a blueprint for execution.
Don Baron

Most Helpful Customer Reviews

5 of 5 people found the following review helpful By Chad Barr on January 3, 2012
Format: Hardcover
I can not imagine any global organization or entrepreneur that would not want to figure out what it takes to create raving customers who share and create the remarkable buzz that keeps attracting them and others to you - true evangelists. This book is the blueprint that will help you create the one you need for your company to build your own community of evangelists and with it, amazing success!

Great read and remarkable exponential value!
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4 of 4 people found the following review helpful By Richard Citrin on January 3, 2012
Format: Hardcover
Not working in the technology area left me wondering if this book would be helpful to me but after a colleague recommended it and I started reading it, I see that Goldfayn's ideas go far beyond the tech industry. But what if you could create an actual plan to have your clients become evangelists for you as opposed to just leaving it up to good luck. A great read about the hottest technology companies (including an up to date description of the Netflix debacle and why I am not evangelizing for them any more)along with illustrative visuals that help readers gain additional understandings of Goldfayn's ideas.
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4 of 4 people found the following review helpful By Philip Symchych on January 3, 2012
Format: Hardcover
Alex Goldfayn has written a great book on marketing that is applicable for any business. His specialty is the tough, rapidly changing (just ask RIM) cut throat high tech industry. These marketing and strategic insights and principles apply to most businesses and industries.

His concepts on developing strategies with the customer in mind and avoiding the commodity trap can be applied to product and service businesses, large and small.

For marketing advice that will help you to grow your business, I highly recommend "Evangelist Marketing."

Phil Symchych
President
SYMCO & CO. Management Consultants
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3 of 3 people found the following review helpful By Bill lee on January 3, 2012
Format: Hardcover
For the most part, consumer electronics companies -- who invest billions in developing products -- don't understand how customers use them, think about them or feel about them. What an outrageous thing to say. And so true!! -- as those of us who use their products know. This book is filled with provcative insights like this, and does an exceptional job of introducing the voice of the typical, non-technical consumer into the marketing processes of these companies. I hope they listen!
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3 of 3 people found the following review helpful By Richard B. Martin on January 3, 2012
Format: Hardcover
Alex Goldfayn has written an eye opening book on the secrets of creating consumer evangelists. These are the people who go around telling everyone else how great their latest tech product is. I'm only about half way through the book, but I've already gained extremely useful insights into how the tech giants like Apple, Netflix, and Amazon have created and sustain their massive followings of devoted users and consumers.

Moreover, though this book is aimed at marketing of tech consumer products, there is a lot here that is applicable to marketing of consumer products in general. I therefore recommend this book for anyone involved in strategy, marketing, PR, sales, and consumer product development.
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3 of 3 people found the following review helpful By Inventor on January 2, 2012
Format: Hardcover
One of my favorite sayings is, "You can't read the label when you are sitting inside the jar." Said differently, our own expertise often gets in the way of seeing possibilities and flaws that are obvious to those outside our industry; the more we know, the less we can see. Alex has somehow maintained the ability to see the marketing opportunities within the technology world clearly-despite his expertise. He also has a wonderful way of describing these opportunities. For example, I love how he compares the raging tech fan to the raging sports fan. I will be recommending this book to our tech clients along with some of my engineering buddies who are convinced that they are marketers.
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2 of 2 people found the following review helpful By rph2004 on January 2, 2012
Format: Hardcover
Alex has written a very informative and well written book on how to create loyal and passionate customers. Despite not being in the technology or consumer electronics field, I felt that I learned many helpful tips about marketing that I can use in my service oriented occupation. Excellent examples provided of poorly named devices (I always feeled overwhelmed when having to buy a new computer or phone!) I believe all companies can learn a great deal by listening and responding to their customers. All of this is explained in the book as if you are having a one-on-one conversation with the author. Highly recommended!
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1 of 1 people found the following review helpful By Rolf Dobelli HALL OF FAME on July 26, 2012
Format: Hardcover
Most companies that are great at manufacturing consumer electronic products struggle to market them. In this practical book, high-tech marketing expert Alex L. Goldfayn explains how consumer electronic marketing goes awry, except in the hands of giant, sophisticated competitors, most notably Apple, Netflix and Amazon. Having found his niche - because he offers very specific advice - Goldfayn counsels electronics sellers about promoting their products and encouraging influential consumer evangelists to support them. Goldfayn, a savvy, knowledgeable participant in the consumer electronics industry, is also an outstanding copywriter who provides well-crafted, effective examples. If you market consumer electronics, you can learn a lot from his well-reasoned analysis of flawed electronics-market ad strategies. getAbstract recommends his insights to those who design, manufacture, market or sell consumer electronics.
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