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Index
Cover
Praise for The New Relationship Marketing
Title Page
Copyright
Dedication
Foreword
Acknowledgements
Introduction: What Is the New Relationship Marketing, and Why Is It Crucial to Businesses Today?
The Paradigm Shift
11 Common Fears in the World of New Media Marketing
Eight FAQs on Relationship Building in the New Age
Simplicity on the Other Side of Complexity
Who Is This Book For?
How This Book Will Benefit You
Part One: Relationship Marketing Basics
Chapter 1: How to Get Started in Relationship Marketing and Overcome Your (Perfectly Normal) Fears
P Is for People
O Is for Objective
S Is for Strategy
T Is for Technology
Move from One-Way to Multiway Communication
Conquer the Fear of Exposure—My Story
Identify Your Fears Around Social Marketing
Chapter 1 Summary
Chapter 2: The New Business Skills Everyone Needs
Build Empathy
Express Genuine Care
Give to Others Without Having an Agenda
Have an “Inclusive Attitude”
Use Discernment
Communicate Clearly and Concisely
Check Spelling and Grammar
Follow My Eight Rules for Effective Electronic Communication
Take Radical Responsibility
Chapter 2 Summary
Chapter 3: How to Stay Connected, Yet Protect Your Time and Privacy
Assign Brandividuals and Community Managers
Create a Daily Routine
Make Use of Social Media Management Tools
Choose Your Level of Active Online Participation
Adopt the Sprint and Pause Method
Chapter 3 Summary
Part Two: Nine Steps to Significantly Growing Your Business Through Relationship Marketing
Chapter 4: Step 1: Create a Solid Foundation With the Right Culture
Identify Your Core Values
Hire Slow—Fire Fast
Chapter 4 Summary
Chapter 5: Step 2: Review Your Relationships and Chart Your Five Contact Circles
Build Your Hollywood Squares (and Where Mine Got Me!)
The Five Relationship Circles
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