DescriptionImplementing a relationship-marketing program is a complex endeavor. This article from Harvard Business Review will get you started. The authors share valuable advice for identifying, differentiating, and interacting with your customers, as well as for customizing your enterprise's behavior. Ultimately, you'll discover how the more your customer's needs vary, the more attractive they will find a learning relationship. This article, which originally appeared in the January-February 1999 Harvard Business Review, is offered in audio form exclusively through Audible.
DescriptionIn the decade since renowned business strategist Fred Wiersema first began research for his No. 1 best seller, The Discipline of Market Leaders, profound changes have transformed the business world. Markets are more crowded than ever, and it is harder to attract and retain customer attention. We have entered an age of customer scarcity. Increasingly, fresh role models are needed to determine just what it takes to succeed when customers are the most precious resource. The New Market Leaders examines the exciting, often unorthodox companies dominating the market and revolutionizing business. By providing new sales growth and market value indexes, Wiersema shows listeners how to recognize the movers and shakers in any industry - whether Internet-paced or more traditional.
DescriptionFrom the author of The Cluetrain Manifesto comes Gonzo Marketing, a knuckle-whitening ride to the place where social criticism, biting satire, and serious commerce meet...and where the outdated ideals of mass marketing and broadcast media ar…
DescriptionHow did the makers of Trivial Pursuit manage to create huge demand for their game, almost overnight? How did BMW use James Bond to double their orders for the Z3 roadster? Why did it take cameras fifty years to become accepted by the general public? The…
DescriptionThe 22 Immutable Laws of Marketing can mean the difference between success or failure for your product or company. Calling upon over 40 years of marketing experience, authors Al Ries and Jack Trout use vivid examples and fascinating anecdotes to explain the keys to today's tough, competitive marketplace. Learn how to avoid the danger of ego and arrogance, the need to understand trends, and many other crucial marketing lessons, as Ries and Trout point you solidly in the direction of success. With sparkling clarity and brilliant insight, The 22 Immutable Laws of Marketing shows how to play by the rules and become a winner in your field.
DescriptionCounter to traditional marketing wisdom, which tries to count, measure, and manipulate the spread of information, Seth Godin argues that information can spread most effectively from customer to customer, rather than from business to customer. Godin calls this powerful customer-to-customer dialogue the ideavirus. In Unleashing the Ideavirus, Godin examines how companies like Napster and Hotmail have successfully launched ideaviruses. He offers a recipe for creating your own ideavirus, and shows how businesses can use ideavirus marketing to succeed in a world that doesn't want to hear it anymore from traditional marketers.
DescriptionIs there a method to our madness when it comes to shopping? Hailed by the San Francisco Chronicle as "a Sherlock Holmes for retailers, " author and research company CEO Paco Underhill answers with a definitive "yes" in this witty, eye-opening report…
