The next economy : will you know where your customers are? / Elliott Ettenberg.

Format:

Book

Author/Creator:

Ettenberg, Elliott.

Language:

English

Subjects (All):

Marketing.

Consumer behavior.

Physical Description:

xv, 220 pages : illustrations ; 24 cm

Place of Publication:

New York : McGraw-Hill, [2002]

Summary:

Marketing guru Ettenberg offers a powerful new approach to building customer commitment, loyalty, and market share through the "Four RUs": Relationships, Retrenchment, Relevancy, and Reward.

Contents:

Part 1 The Next Economy

Chapter 1 From Old Economy to New Economy to Next Economy 3

Chapter 2 Marketing Impotence 27

Chapter 3 The Rise of Customer Power 49

Chapter 4 The Failure of the Four P's 61

Chapter 5 The Birth of the Next Economy 79

Part 2 Where Your Customers Will Be

Chapter 6 Want Segmentation 91

Chapter 7 Quintile Marketing 119

Chapter 8 The Four R's 137

Chapter 9 Tools, Techniques, and Structures for Comarketing 169

Chapter 10 The Advent of Concierge Marketing 187

Epilogue: Your Company in the Next Economy 205.

Notes:

Includes bibliographical references (pages [213]-215) and index.

ISBN:

0071379657

OCLC:

47948157