Customer Focus
Customer Focus
In the 1960s, an age-based "get-them-young-before-some-other-brand-gets-them" marketing mantra emerged in answer to the suddenly large and growing young adult consumer market. According to Wolfe and Snyder, however,...
In Creating Customer Evangelists, veteran marketing communications strategists Ben McConnell and Jackie Huba describe how customer-driven referrals can determine a company's success. To create evangelists, companies...
The Internet is just the beginning of the Information Age, the gateway to the new Human economy. Brand Storm explores the future of business in a very...
"From making a pitch to building a brand, designing a logo to closing the sale, this is a field guide to take with you to the front lines of today's business battles." From the best-selling author of the classic "...
In their research and experience, Selden and Colvin have consistently found that the bottom 20 percent of customers, by profitability, (those they call demons) often generate losses that are equal to more than 100...
According to Solomon, marketing has entered a realm in which branding is: "bagels, tortillas, and croissants" (rather than "white bread"), "consumer.com", the individual’s search for meaning, the tie that binds, and...
Although many experts believe that the advent of the frictionless, boundaryless economy has caused the demise of the direct sales professional, Shonka and Kosch think this view is an exaggeration. Yes, sales channels...
In their groundbreaking book, The Service Profit Chain (1997), Heskett, Sasser, and Schlesinger asked the question of why a few service enterprises seem to be consistently better at what they do than...
Southwest Airlines has sustained a steady 10 to 15 percent rate of growth throughout its 32-year history, and has been profitable every year but its first. For most of 2002, its total market value of about $9 billion...
Because technology has changed business so drastically, Stein believes that the sales principles and strategies professional salespeople learned in school, the techniques they read in books, and the tips, tricks, and...
