In February this year I attended the 2012 Schmart Marketing Conference in Melbourne, Australia, and I had the great pleasure of interviewing Scott Stratten, who is the author of Unmarketing: Stop Marketing, Start Engaging.
Scott Stratten has worked in many fields in life including time as a music industry marketer and a national sales training manager. Moving into marketing, he established the Unagency, which he ran for close to 10 years. His new company, Unmarketing was set up in 2002, with the aim of guiding blue chip companies through the new viral/social media and relationship marketing landscape.
Unmarketing: Stop Marketing, Start Engaging, which was one of the top business books of 2010, continues to sell very well and I think that’s largely because of the message it contains. Scott says that your first priority in business should be building relationships with prospective clients. Once these relationships are in place, people will be predisposed to consider any offers you might put to them. It’s a philosophy that aligns very much with my own and it was great to hear Scott’s thoughts in person.
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