The Customer-Driven Marketing Handbook: Building Marketing Plans That Capture and Convert

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Fab Giovanetti

The Customer-Driven Marketing Handbook

Building Marketing Plans That Capture and Convert

Fab Giovanetti

$51.95

Paperback

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English

Kogan Page Ltd
03 December 2025

Sales & marketing management; Customer services

If keeping up with the ever-changing marketing world feels too much, this practical guide to creating effective marketing plans that focus on building genuine connections with your customers is the perfect guide for you.

The Customer-Driven Marketing Handbook is designed to help early to mid-career marketing professionals develop successful marketing plans that puts their customers at the forefront. By providing a flexible framework that helps you figure out what works for your brand, this book allows you to create and refresh plans to feed into your strategy, based on fundamental human principles that is adaptable for your specific needs.

Exploring why building marketing based on relationships drives more success than using superficial tactics, this book explains the real meaning of loyalty and advocacy and provides a blueprint for creating strategies that win hearts and minds so your marketing thrives in today's fast-paced world. With real-world examples from companies such as Gymshark, Headspace and Notion, this book provides a complete approach to developing an effective marketing plan, covering consumer psychology, values and purpose-driven marketing alongside metrics to measure success to ensure your marketing plans drive growth.

By: Fab Giovanetti
Imprint: Kogan Page Ltd
Country of Publication: United Kingdom
Dimensions: Height: 234mm, Width: 156mm, Spine: 15mm
Weight: 666g
ISBN: 9781398622425
ISBN 10: 1398622427
Pages: 264
Publication Date: 03 December 2025
Audience: College/higher education , Professional and scholarly , Primary , Undergraduate
Format: Paperback
Publisher's Status: Active

Section - ONE: Introduction – Building a Marketing Plan Chapter - 00: Introduction: Navigating the New Marketing Landscape Chapter - 01: The Evolution of Marketing Strategies Chapter - 02: Building Relationships: The Core of Marketing Chapter - 03: Trust: The Currency of Modern Marketing Chapter - 04: Building a Marketing Plan: A Practical Guide Section - TWO: Making Your Strategy Customer-Centric Chapter - 05: Identifying Customer Pain Points Chapter - 06: Creating Brand Awareness Through Belonging Chapter - 07: Building Emotional Connections Through Personalisation Chapter - 08: Turning Trust Into Conversions with Surprise and Delight Chapter - 09: Retaining Loyal Customers Through Feedback Chapter - 10: Empowering Advocates Through Shared Rituals Section - THREE: Measuring and Adapting Your Efforts Chapter - 11: Experimentation: How Testing Drives Results Chapter - 12: Measuring Success and Adapting to Change Chapter - 13: Conclusion: Better Marketing for Marketers

Fab Giovanetti is an award-winning author, entrepreneur and marketing consultant. As the CEO and head teacher of Alt Marketing School, she supports individuals to make a positive impact through their marketing efforts. Based in Cambridge, UK she has featured in The Next Web, Business Insider and Forbes amongst others and has been nominated as one of the 50 digital women as well as one of the Top 100 Marketers in 2023 by Growth Daily and in the Top 100 Marketing Influencers Index of 2023.

Reviews for The Customer-Driven Marketing Handbook: Building Marketing Plans That Capture and Convert

""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 *