Item description for ONE: A Consumer Revolution for Business by Stefan Engeseth...
Companies now operate in an environment in which the consumer is more powerful than ever, and this manual for change demonstrates how managers and entrepreneurs can make this new-found consumer power work for them. Proposing to close the gap between what customers want and what companies promise, this argues that impersonal environments must change to foster interaction and that consumers must be allowed deeper insight into the process by which companies create goods and services for them. Why limit involvement to new product testing, the book asks, when the target demographic could be on the invite list for the next board meeting? Other tools, methods, and inspirations for listening to and understanding the customer are included, as well as examples of how other companies have managed to take advantage of the consumer revolution by using marketing innovations that once seemed radical. Forward-thinking executives and managers can benefit from this unique perspective on a key issue for companies who have not yet tapped the well of consumer power.
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Est. Packaging Dimensions: Length: 9.06" Width: 6.14" Height: 0.87" Weight: 0.88 lbs.
Release Date Nov 1, 2005
Publisher Cyan Communications
ISBN 1904879365 ISBN13 9781904879367
Availability 0 units.
More About Stefan Engeseth
Stefan Engeseth is a prominent marketing thinker and practitioner. He speaks regularly at high-profile conferences and seminars and has given more than 500 lectures to audiences ranging from international corporations to academic institutions in the United States, Europe, Asia, and the Middle East. He is the author of "Detective Marketing,"
Reviews - What do customers think about ONE: A Consumer Revolution for Business?
Thinking outside the box Dec 29, 2007
Stefan isn't afraid of being different or presenting seemingly crazy ideas. He lets his mind roam free. This is his best book so far. If you want to think in new ways, pick up a copy. You'll get inspiration that hopefully will kickstart your creativity.
Powerful Insight to Help Any Company and Brand Aug 8, 2007
In "One" Stefan Engeseth has done it again, bringing his unique perspective and insight to the challenge of building any brand by creating a stronger connection with customers. Following his great work in his first book "Detective Marketing," Stefan shows with clear and very engaging examples--from Sweden and around the world--how leading companies are bringing customers directly into their product and brand development efforts and gaining real competitive advantage.
In today's fast-paced global economy, where very dynamic niches and their real needs and wants often seem like a moving target or even a blur, Stefan provides a user-friendly framework for thinking about consumers--or any customers for that matter--and how to harness their energy and enthusiasm for creating the products and service that they will truly desire. He then shows how to bring them into the planning process in ways that really matter. The result is far fewer mis-steps and far greater success.
It is unfortunate that this book has not received wider attention in the U.S. as it offers some of the best thinking available today. Read it with open eyes and you will understand your market and its potential far better than any of your competitors.