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THE NEXT ECONOMY
ETTENBERG E. wydawnictwo: MCGRAW-HILL , rok wydania 2002, wydanie I cena netto: 135.00 Twoja cena 128,25 zł + 5% vat - dodaj do koszyka The Next Economy
Will you Know Where Your
Customers Are?
By ETTENBERG
INTRODUCTION
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.
214 pages
Po otrzymaniu zamówienia poinformujemy,
czy wybrany tytuł polskojęzyczny lub
anglojęzyczny jest aktualnie na półce księgarni.
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