The old world of marketing has changed dramatically. Gone are the days when you threw your business messages in every direction in the hope that, somewhere, they would stick. Marketing guru Tony Gattari takes a look at the new world of marketing where engagement with customers has become theimperative, where you need to seek permission -and earn the right -to deal with them. Tony equates the relationship you develop with customers to a "bank". You need to emotionally "deposit" substantial understanding and goodwill to your clients before you can start "withdrawing" the right to do business with them. The big message: you need to put in the hard yards to know and understand who you're dealing with - but it'll be a lot more cost-effective than the old scattergun marketing approach, which no longer works.
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