Play It By Trust
A guide to ethical digital marketing
Author: Thom Poole
ISBN: 978-1-4092-0392-6 (paperback)
Print Details: 6" x 9", perfect bound paperback, cream interior paper (60# weight), black and white interior ink, white exterior paper (100# weight), full-colour exterior ink.
6" x 9", case-wrap-hardcover binding, white interior paper (50# weight), black and white interior ink, white exterior paper (80# weight), full-colour exterior ink.
Weight: 0.35 kg
Dimensions (centimetres): 15.24 wide x 22.86 tall
RRP £8.99 (paperback)
Thom's first book is Play it by Trust, an insider’s guide to ethical digital marketing. In a time when we are bombarded by spam and phishing, trust is a vital component in modern business, especially online.
How the book came about
This book was born of Thom's dissertation for his Master's degree in Marketing. All the focus in the industry was about data protection and data security. Thom realised that it was more than that, and focused, instead, on the marketer's role in getting the correct information, handling it properly and building trustworthy relationships with customers. The dissertation, entitled: Data Privacy: The Marketing Art of the Opt-in was very well received and Thom's tutor recommended that he publish it as a book.
The dissertation did not lend itself to a straight publication as it contained sensitive information about Thom's then-employer, so the book was written with a slightly new focus. In writing Data Privacy: The Marketing Art of the Opt-in, it was apparent that TRUST was a major motivator in the development (or otherwise of motivating customers to opt-in, and to deliver products and services ethically.
The title came to him after a city break in Budapest, Hungary where he sheltered from the poor weather in the Museum of Modern Art. An exhibit by Yoko Ono of a white table and chairs, a chessboard and chess pieces all painted white was called 'Play It by Trust'.
Also available at Amazon https://amzn.to/2ZAQdrG (paperback)