Why customer retention is the new acquisition
If there's anything the recession of 2009 taught us, it was the importance of investing in our cust... read full description
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Sep 05, 2011
Viktor
rated it: 
Есть такая классическая формула маркетинга, называемая воронкой продаж: “внимание, интерес, желание, действие”. В этой классике, заезженной и преподаваемой во всех вузах, автор книги нашел простой "чит" - он попросту перевернул ворокну, предлагая сместить акценты маркетинга с привлечения новых клиентов на удержание уже имеющихся. Разворачивая историю в другую сторону, получаем: признательность, диалог, поощрение, объединение. Базируется же все на трех китах: контент, общение и получени
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Jul 12, 2010
getAbstract
rated it:
Clever guide to retaining customers
Companies traditionally use the mass media to market their products and services, spending much of their budgets on hit-or-miss communications. They hope their messages will somehow penetrate the media din and reach a sufficient number of receptive prospects who will go out and buy their goods. Without a strategy for retaining clients, firms repeat this expensive process again and again. Marketing consultant Joseph Jaffe says this is completely back More...
Companies traditionally use the mass media to market their products and services, spending much of their budgets on hit-or-miss communications. They hope their messages will somehow penetrate the media din and reach a sufficient number of receptive prospects who will go out and buy their goods. Without a strategy for retaining clients, firms repeat this expensive process again and again. Marketing consultant Joseph Jaffe says this is completely back More...
Nov 01, 2011
Mark
rated it:
Better than many. Some of the lists in the middle were useful but I'm not sure it delivered the "How" as clearly as it could.
Nov 12, 2011
Gavin
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REVOLUTIONARY! This is a fresh perspective that turns marketing into a whole new adventure. It has become my new Marketer's bible.
Apr 11, 2010
Martin
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