Marketing
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How to Win Customers and Keep Them for Life: Revised and Updated for the Digital Age
How to Win Customers and Keep Them for Life
Revised and Updated for the Digital Age
Paperback      ISBN: 0425175014
Thoroughly revised and updated for the digital age, this classic business book explains how to avoid dissatisfied customers, stresses the importance of quality customer service, tells how to handle common problems, and suggests a reward system to improve service. Original.
What Customers Want: Using Outcome-driven Innovation to Create Breakthrough Products And Services
What Customers Want
Using Outcome-driven Innovation to Create Breakthrough Products And Services
Hardcover      ISBN: 0071408673
A world-renowned innovation guru explains practices that result in breakthrough innovations "Ulwick's outcome-driven programs bring discipline and predictability to the often random process of innovation." -Clayton Christensen For years, companies have accepted the underlying principles that define the customer-driven paradigm--that is, using customer "requirements" to guide growth and innovation. But twenty years into this movement, breakthrough innovations are still rare, and most companies find that 50 to 90 percent of their innovation initiatives flop. The cost of these failures to U.S. companies alone is estimated to be well over $100 billion annually. In a book that challenges everything you have learned about being customer driven, internationally acclaimed innovation leader Anthony Ulwick reveals the secret weapon behind some of the most successful companies of recent years. Known as "outcome-driven" innovation, this revolutionary approach to new product and service creation transforms innovation from a nebulous art into a rigorous science from which randomness and uncertainty are eliminated. Based on more than 200 studies spanning more than seventy companies and twenty-five industries, Ulwick contends that, when it comes to innovation, the traditional methods companies use to communicate with customers are the root cause of chronic waste and missed opportunity. In What Customers Want, Ulwick demonstrates that all popular qualitative research methods yield well-intentioned but unfitting and dreadfully misleading information that serves to derail the innovation process. Rather than accepting customer inputs such as "needs," "benefits," "specifications," and "solutions," Ulwick argues that researchers should silence the literal "voice of the customer" and focus on the "metrics that customers use to measure success when executing the jobs, tasks or activities they are trying to get done." Using these customer desired outcomes as inputs into the innovation process eliminates much of the chaos and variability that typically derails innovation initiatives. With the same profound insight, simplicity, and uncommon sense that propelled The Innovator's Solution to worldwide acclaim, this paradigm-changing book details an eight-step approach that uses outcome-driven thinking to dramatically improve every aspect of the innovation process--from segmenting markets and identifying opportunities to creating, evaluating, and positioning breakthrough concepts. Using case studies from Microsoft, Johnson & Johnson, AIG, Pfizer, and other leading companies, What Customers Want shows companies how to: - Obtain unique customer inputs that make predictable innovation possible - Recognize opportunities for disruption, new market creation, and core market growth--well before competitors do - Identify which ideas, technologies, and acquisitions have the greatest potential for creating customer value - Systematically define breakthrough products and services concepts Innovation is fundamental to success and business growth. Offering a proven alternative to failed customer-driven thinking, this landmark book arms you with the tools to unleash innovation, lower costs, and reduce failure rates--and create the products and services customers really want.
The New Successful Large Account Management: Maintaining And Growing Your Most Important Assets -- Your Customers
The New Successful Large Account Management
Maintaining And Growing Your Most Important Assets -- Your Customers
Paperback      ISBN: 0446694665
For the Accounts You Can't Afford to Lose: The Strategies that Will Keep Your Customers Coming Back Whether your company has $50,000 or $5 million in sales, chances are that at least half of your revenue comes from a few crucial accounts. What does it take to keep them going strong? The authors of The New Strategic Selling and The New Conceptual Selling present a hard-hitting, no-nonsense book of techniques to improve your most important business relationships. Updated with recent examples of actual success stories, this new edition explores how online click speeds have resulted in highly sophisticated customers who expect all services to be done in "real time." Discover: * The Long View: Studying and really understanding your company-and your customer's business-can mean years of selling success * "Lamp" Strategies: Activate a Large Account Management Process strategy to turn your best customers into permanent "external assets" * Trends and Market Forces: Constantly identify and reappraise the conditions that can make your services more crucial than ever * Channels of Communication: The right contacts and communication lines will help you make key changes-before it's too late!
Branded: The Buying and Selling of Teenagers
Branded
The Buying and Selling of Teenagers
Hardcover      ISBN: 0738206644
A thought-provoking exposT of the dark side of marketing to tennagers, looking at the underhanded advertising initiatives targeting teens, the reduction of teens to their lowest common denominator, and the consequences of such tactics in terms of youth creativity, individuality, and more. 50,000 first printing.
The New Frugality: How to Consume Less, Save More, and Live Better
The New Frugality
How to Consume Less, Save More, and Live Better
1st Edition    Hardcover      ISBN: 1596916605
A financial reporter offers his philosophy and practice for living frugally, which to him means spending one's money on quality rather than quantity, buying the best one can afford but the least one needs, in a book that also tackles such subjects as the two best ways to save for college, renting vs. owning, wise debt vs. foolish debt and more.
Slide:ology: The Art and Science of Creating Great Presentations
Slide:ology
The Art and Science of Creating Great Presentations
Paperback      ISBN: 0596522347
Presents practical approaches for developing an effective presentation, covering such topics as creating diagrams, displaying data, arranging elements, creating movement, and interacting with slides.
Trust-based Selling: Using Customer Focus And Collaboration to Build Long-term Relationships
Trust-based Selling
Using Customer Focus And Collaboration to Build Long-term Relationships
Hardcover      ISBN: 0071461949
From the coauthor of the bestselling "The Trusted Advisor". The author is regularly published in major business publications, including "Harvard Business Review", and also teaches at Kellogg Graduate School of Business and Columbia Business School.
Brand Warfare: 10 Rules for Building the Killer Brand : Lessons for New and Old Economy Players
Brand Warfare
10 Rules for Building the Killer Brand : Lessons for New and Old Economy Players
Hardcover      ISBN: 0071362932
Powerful lessons on how to build and sustain your own "killer brand" Creating and sustaining a good brand is the most complex and perilous task any business will ever face, yet nothing is as misunderstood. Under the direction of marketing wizard David D
Go-Givers Sell More
Go-Givers Sell More
Hardcover      ISBN: 1591843081
Builds on the principles introduced in "The Go-Giver" to explain how to apply the author's philosophies to real-world situations, covering such practices as creating value, building trusting relationships and enabling quality service.
Commercial Cultures: Economies, Practices, Spaces
Commercial Cultures
Economies, Practices, Spaces
Paperback      ISBN: 1859733824
Why do fashion houses pay exorbitant rents for retail space in London and New York from which they sell very few clothes? Why are some mothers happy to buy and sell children’s clothes from charity shops and thrift stores while others insist on the latest brand names for their children? What does the commercial success of men's lifestyle magazines tell us about contemporary gender relations and identities? This book provides answers to these and other questions about contemporary commercial culture through historically specific, theoretically informed, empirically grounded interdisciplinary research. From shopping malls, supermarkets, and fashion retailers, through the marketing and consumption of food, books and magazines, to sex pics on the internet, contributors overturn the assumption that it is commerce that works by logical economic models while ‘culture’ is invoked to explain the behaviour of the irrational consumer. In proposing a new agenda for understanding the complex relationship between commerce and culture, the book focuses on the point of articulation between commercial enterprises, which are designed to sell goods, and consumers, who purchase goods, to arrive at a broader understanding of the commercial cultures within which both enterprises and consumers operate. Spanning history, geography, business studies, sociology and anthropology, contributors work in a positive and complementary fashion to give the kinds of insights into the economies, practices and spaces of commercial culture that single disciplines rarely achieve.