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A powerful new approach to building customer commitment, loyalty, and market share
Marketing guru Elliott Ettenberg has taken a close look inside scores of businesses, from traditional retail and manufacturing companies to sleek new dot-coms. What he has seen is an emerging trend that has many corporate strategists running scared. When baby boomers retire, the biggest spenders in history will dramatically cut back on spending, forcing retailers to duke it out that much harder for their shares of rapidly dwindling markets.
To survive this dramatic power shift, businesses must adopt a new marketing paradigm based not on merely satisfying the customer, but delighting the customer.
In "The Next Economy," Ettenberg provides readers with just such a model and a set of powerful strategies that companies can use today to prepare themselves to thrive in the years ahead. With the help of many in-depth case studies, he schools readers in cutting-edge psychographic methods for identifying market segments in an economy driven by customer wants, rather than needs. He explains how to distinguish consumers from customers and describes proven techniques for forging long-term, highly profitable relationships with core customers. And he educates readers in the all-important "Four R's"--Relationships, Retrenchment, Relevancy, and Reward--powerful tools that can save any company.
| Author's Note | p. vii |
| Acknowledgments | p. ix |
| Introduction | p. xi |
| The Next Economy | |
| From Old Economy to New Economy to Next Economy | p. 3 |
| Marketing Impotence | p. 27 |
| The Rise of Customer Power | p. 49 |
| The Failure of the Four P's | p. 61 |
| The Birth of the Next Economy | p. 79 |
| Where Your Customers Will Be | |
| Want Segmentation | p. 91 |
| Quintile Marketing | p. 119 |
| The Four R's | p. 137 |
| Tools, Techniques, and Structures for Comarketing | p. 169 |
| The Advent of Concierge Marketing | p. 187 |
| Epilogue: Your Company in the Next Economy | p. 205 |
| The Next Steps | p. 211 |
| Notes | p. 213 |
| Index | p. 217 |
| Table of Contents provided by Syndetics. All Rights Reserved. |
ISBN: 9780071379656
ISBN-10: 0071379657
Audience:
Professional
Format:
Hardcover
Language:
English
Number Of Pages: 256
Published: 1st December 2001
Dimensions (cm): 23.1 x 15.4
x 2.4
Weight (kg): 0.521
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