"What Customers Crave" explores how businesses can achieve exceptional customer experiences in today's interconnected world. It argues for understanding customers by their loves and hates, not just demographics, and emphasizes creating positive experiences across all customer touchpoints, both digital and non-digital. The book outlines strategies for identifying customer types, innovating customer-driven solutions, and fostering a customer-centric culture throughout an organization. It highlights the importance of genuine value, employee empowerment, and continuous adaptation to evolving customer expectations. "Get Scrappy" focuses on effective digital marketing for businesses of all sizes, advocating for a strong brand foundation before tactical implementation. It introduces a five-step blueprint for defining a brand and stresses the significance of a consistent brand message across all digital platforms. The book champions a resourceful mindset, enabling even lean marketing teams to build a significant brand presence in the digital landscape.

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