Descripciones mejoradas de Syndetics:

"In this eye-opening and thought-provoking book, Ettenberg shows us how to navigate the rubble of the new economy with our profits, our brands, and our sanity intact."

Tabla de contenidos provista por Syndetics

• Author's Note(p. vii)
• Acknowledgments(p. ix)
• Introduction(p. xi)
• Part 1 The Next Economy
• Chapter 1 From Old Economy to New Economy to Next Economy(p. 3)
• Chapter 2 Marketing Impotence(p. 27)
• Chapter 3 The Rise of Customer Power(p. 49)
• Chapter 4 The Failure of the Four P's(p. 61)
• Chapter 5 The Birth of the Next Economy(p. 79)
• Part 2 Where Your Customers Will Be
• Chapter 6 Want Segmentation(p. 91)
• Chapter 7 Quintile Marketing(p. 119)
• Chapter 8 The Four R's(p. 137)
• Chapter 9 Tools, Techniques, and Structures for Comarketing(p. 169)
• Chapter 10 The Advent of Concierge Marketing(p. 187)
• Epilogue: Your Company in the Next Economy(p. 205)
• The Next Steps(p. 211)
• Notes(p. 213)
• Index(p. 217)

Reseñas proporcionadas por Syndetics

Publishers Weekly Review

Ettenberg may be the only Internet marketing sage who can deliver his message with a straight face now that most dot-com businesses have collapsed, since he always preached gloom and doom. The first sentence of his introduction says, "nothing works anymore," and Ettenberg (Bozell Retail's former CEO) proceeds to criticize every aspect of current marketing practice. In "Marketing Impotence," for example, he says, "I am frankly scared... I see the coming decade bringing a series of social and economic changes that will cause a business upheaval unlike any we have seen in generations." In "The Failure of the Four P's," he tells readers that corporations "have reinvented literally every aspect of their business except marketing" and that the tools with which all marketing strategy is built no longer work. He identifies demographic and cultural changes that will accelerate and make it almost impossible for any consumer business to deliver consistent profits. The second (and weaker) half of his book discusses solutions. Ettenberg urges businesses to "delight" customers with the four Rs Relationships, Retrenchment, Relevancy and Rewards and to be "proactive about delivering and fulfilling the customers' wants." However, he provides little useful advice about how to do these things consistently and on a budget, making this portion of the book more about cheerleading than coaching. (Feb.) Forecast: Ettenberg is a well-known marketing guru who is often quoted in the business press. McGraw-Hill has allocated $75,000 to a national promo campaign. The message, especially its downbeat side, is original and provocative. All this makes a solid contender for marketing bestseller of the year. (c) Copyright PWxyz, LLC. All rights reserved

Notas de autor provistas por Syndetics

Elliott Ettenberg is chairman and Chief Executive Officer of Customer Strategies Worldwide, New York and former chairman and CEO of Bozell Retail Worldwide, where he developed the Transactional Advertising modelused in Bozell offices. He has spoken in North America, Europe, and Asia on strategic marketing issues, and has been featured and quoted in national media from The Wall Street Journal , USA Today and Advertising Age to CNNfn and CNBC. He can be reached at elliott@ettenberg.com