The Customer-Driven Marketing Handbook
Building Marketing Plans That Capture and Convert
Format:Paperback
Publisher:Kogan Page Ltd
Publishing:3rd Dec '25
£24.99
This title is due to be published on 3rd December, and will be despatched as soon as possible.
This paperback is available in another edition too:
- Hardback£42.00(9781398622432)
Looking to create marketing plans that truly connect with your customers?The Customer-Driven Marketing Handbook by Fab Giovanetti is your guide to building effective marketing strategies that focus on real customer relationships. Designed for early to mid-career professionals, this book breaks down marketing essentials into clear, manageable steps. It helps you understand what works for your brand and shows you how to refresh your plans to keep pace with a fast-changing marketing world, using real-world examples from Gymshark, Headspace and Notion. You'll learn how to: - Build marketing strategies based on genuine customer connections - Understand key concepts like loyalty, advocacy and consumer psychology - Know your essentials for creating adaptable, purpose-driven marketing plans - Develop clear metrics to measure your marketing success and growth This practical guide will boost your confidence and skills, helping you create marketing plans that win hearts and deliver results. Themes include:Customer-focused marketing, Relationship building, Beginner-friendly frameworks, Real-world examples, Measuring success
"I love this book! Fab Giovanetti has used her impressive knowledge and deep experience to write a modern manual, full of practical and actionable advice, that is a must-have for all marketers. She shows how marketing never stops, how it is always evolving and, ultimately, why it should always focus on the customer to build long-term relationships. Highly recommended reading!" * Gus Bhandal, Founder, The M Guru, the LinkedIn-first digital marketing agency *
"It's the blend of real marketing strategies, broken down into steps you can take, that makes this book so powerful. Fab Giovanetti has created something that will stand the test of time. It's sharp, brilliantly written and full of high-level strategy paired with real-world examples so you can inject it straight into your marketing." * Jess Bruno, Content Strategist *
"Fab Giovanetti provides a personal, and even intimate update on the foundations of brand marketing. A fun read!" * Mark Schaefer, author of 'Audacious: How Humans Win in an AI Marketing World' *
"This book reminded me why I love marketing. It brings our focus back to what truly matters: people. It's the perfect mix of psychological theories, relatable examples and moments that make you stop and reflect. A refreshing, clarifying read." * Miruna Dragomir, CMO, Planable *
"Fab Giovanetti masterfully combines behavioural psychology with practical marketing frameworks that actually work. As a product onboarding consultant, I especially appreciate the chapters on personalization and trust-building - concepts that directly translate to better user activation and retention. This handbook bridges the gap between theory and implementation better than any marketing book I've read." * Ramli John, Founder, Delight Path *
"Wow, this is a very good marketing book. A very, very good marketing book. Thoughtful, smart and thorough. I felt Fab Giovanetti really speaking to me (helped by all the food-themed references and stories which, by the way, I am here for). I loved the focus on marketing to hearts, to our craving for community and connection and how budget limitations, tiny teams and tight timelines can boost creativity." * Sophie Cross, Founder and Editor, Freelancer Magazine *
ISBN: 9781398622425
Dimensions: 234mm x 156mm x 15mm
Weight: 666g
264 pages