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The Next Economy: Will You Know Where Your Customers Are?
Elliot Ettenberg Manufacturer: McGraw-Hill ProductGroup: Book Binding: Paperback Similar Items:
ASIN: 0071412956 |
Amazon.com
Senior marketing executive Elliott Ettenberg argues that traditional marketing techniques are outdated relics from the far-off Old Economy and in this post-9/11 world, we've already left the New Economy behind. So with reaching its public still vital to any business's survival, what's a 21st-century company to do? In The Next Economy, Ettenberg sees the economy changing to one "that will be characterized by a huge withdrawal of customer spending, a polarization of North American demand, an exponential increase in demands for service and a consequent shift in business priorities from satisfying shareholders to delighting customers." To meet this new economic environment, Ettenberg proposes a four-pronged strategy that includes a commitment to "segment and target customers in terms of their values, associations and loyalties;" focus on the "fewer but better customers;" substitute the old four Ps of marketing, product, place, price, and promotion, with the four new Rs, relationships, retrenchment, relevancy, and reward; and develop innovative comarketing arrangements that help expand opportunities and lower costs. With his solid grasp of the past and credible vision for the future, Ettenberg lays out a thought-provoking vision of the 21st-century marketplace that any business executive would do well to consider. --Howard RothmanBook Description
"Eye-opening and thought-provoking . . . shows how to navigate the rubble with our sanity intact."--David F. D'Alessandro, bestselling author of Brand Warfare
Marketing guru Elliott Ettenberg explores an emerging business trend. As baby boomers retire, history's biggest spenders will dramatically cut back, forcing retailers to fight harder in dwindling markets. To survive this power shift, The Next Economy provides strategies companies can use to prepare themselves for success in the years ahead--giving them new and exciting ways to triumph in an ever-changing market.
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The Next Economy takes you to the forefront of the increasingly high-stakes battle for the customer wallet, and provides you with a toolbox of marketing techniques designed to break through to customers in this new era. Master practitioner Elliott Ettenberg unveils new metrics for accurately measuring and increasing the productivity of marketing budgets and programs, along with revitalized systems to once again make marketing professionals responsible for the success or failure of the brands they guide.Customer Reviews:
an amazing book for futuren economy!.......2005-03-14
Escapee from a time warp?.......2002-11-09
The book asserts that the 5Ps are no longer relevant. I interpret the provided analysis to suggest instead that the failure resides in the inability of many companies to design effective marketing strategy.
The discussion of "want based" marketing appears to have been written 20 years ago, put into deep storage, and just escaped from its cryogenic vault. The notion of marketing to consumer "wants" rather than "needs" has been a fixture of principles of marketing texts for at least 20 years. The advocay of VALs - as a methodology useful for illuminating consumer "wants" -- is also about 20 years old. SRI just introduced VALS-III to remedy shortcomings of VALS-II. Ettenberg proposes an update to the time proven 5Ps (or 5Cs, depending on how you prefer to express them). At the core, Ettenberg seems to be trying to reposition the core of marketing as relationship management. That, too, is a standard feature of contemporary marketing principles texts. Further, the book emphasizes marketing of traditional tangible goods (e.g., bread). More contemporary value offerings -- such as services or transformations -- receive limited attention. This is surprising given the demographic analysis with which the book opens. Could the predicted decline in Boomer consumption of conventional goods merely reflect increasing consumption of services and transformations?
Rather Chilling Economic Portrait of the Future.......2002-08-25
Ettenberg's idea is simple--the old ways that dominated much of the 20th century are outdated, the "new" economy ideas have vanished since 9/11, and what is to come is something different, a paradigm shift.
The focus will transition from shareholders to customers (this is new? Hasn't a mantra been satisfying and keeping the customer?) In fact, forget the mass market, Ettenberg argues. Go for that one niche. Oh, and rich and poor in the U.S. will resemble the Third World.
Guerrilla PR: Wired by Michael Levine also preaches how to reach consumers in the new age, but hardly portrays the darkness that Ettenberg preaches like a fundamentalist Baptist preacher full of fire and brimstone.
I take comfort in the belief that no individual knows the future, including Ettenberg. While his work makes for a powerful read, I find the full implications of his words are chilling.
Highly Recommended!.......2002-02-09
Best Marketing Book for Students.......2002-01-29
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The Next Economy: Will You Know Where Your Customers Are?
Elliott Ettenberg Manufacturer: McGraw-Hill ProductGroup: Book Binding: Paperback ASIN: B000OFKCR2 |
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Managing Think Tanks: Practical Guidance for Maturing Organizations
Raymond J. Struyk Manufacturer: Open Society Institute ProductGroup: Book Binding: Paperback Similar Items:
ASIN: 9639719005 |
Customer Reviews:
A must read for think-tank practicioners and managers.......2005-04-05
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Managing Maturing Businesses
Kathryn Rudie Harrigan Manufacturer: Free Press ProductGroup: Book Binding: Hardcover ASIN: 0669170828 |
Book Description
While fully two-thirds of all businesses in the United States, Western Europe, and Japan are experiencing stagnant or slowing demand, most companies in these categories are either unaware of their true situation or do not dare to confront it. Blind to alternatives beyond complete divestiture or milking the investment, they dread the coming of the "endgame" -- the latter half of a product's life cycle or an industry's evolution.
This critically important new book shows managers how to play the endgame to win -- how to guide their firms to prosperity in the face of slowing demand. Divesting or milking may be the best answer in some cases; however, alternative strategies may actually produce healthy cash flows and high return on investment in industries that appeared to be hopeless. Harrigan's strategies include increasing the investment to dominate or gain competitive advantage in a field; employing a "holding pattern" until specific uncertainties (for example, pending legislation, real-world success of new technologies) are resolved; and shrinking selectively to capture the most promising customers (who will provide the most enduring and lucrative demand).
An acknowledged expert on mature and declining businesses, Harrigan shows how to analyze the key factors that will affect a firm's success in the endgame: the industry structure, the reasons for plateaued sales, the expectations for future demand, and the strength of competitors. She indicates what is unavoidable in a declining industry (excess capacity) and what is scrupulously to be avoided (price wars). And she suggests the kinds of managerial skills required to operate a mature business successfully.
Using the mainframe-computer industry as a chapter-long extended example, Managing Maturing Businesses advises managers on how to assess profit potential, how to restructure mature industries to maximize profits, and how to match management systems to the mature business. The result is an invaluable playbook for managers who want to score big in the high-stakes endgame.
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Guar in India
Manufacturer: Scientific Publishers (India) ProductGroup: Book Binding: Unknown Binding ASIN: 8172333102 |
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Improved agronomic practices for guar (Project bulletin)
R. P Singh Manufacturer: All India Coordinated Research Project for Dryland Agriculture, ICAR ProductGroup: Book Binding: Unknown Binding ASIN: B0007B2WJ4 |
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When Did I Begin?: Conception of the Human Individual in History, Philosophy and Science
Norman Ford Manufacturer: Cambridge University Press ProductGroup: Book Binding: Paperback Similar Items: ASIN: 0521424283 |
Book Description
When Did I Begin? investigates the theoretical, moral, and biological issues surrounding the debate over the beginning of human life. With the continuing controversy over the use of in vitro fertilization techniques and experimentation with human embryos, these issues have been forced into the arena of public debate. Following a detailed analysis of the history of the question, Reverend Ford argues that a human individual could not begin before definitive individuation occurs with the appearance of the primitive streak about two weeks after fertilization. This, he argues, is when it becomes finally known whether one or more human individuals are to form from a single egg. Thus, he questions the idea that the fertilized egg itself could be regarded as the beginning of the development of the human individual. The author also differs sharply, however, from those who would delay the beginning of the human person until the brain is formed, or until birth or the onset of conscious states.Customer Reviews:
Good Metaphysics, Questionable Embryology.......2001-03-07
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When Did I Begin?: Conception of the Human Individual in History, Philosophy and Science
Norman M. Ford Manufacturer: Cambridge University Press ProductGroup: Book Binding: Hardcover ASIN: B000IN29IU |
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The Chinchilla Handbook (Barron's Pet Handbooks)
Sharon L. Vanderlip DVM Manufacturer: Barron's Educational Series ProductGroup: Book Binding: Paperback Similar Items:
Accessories: ASIN: 0764132660 |
Book Description
These small mammals, known for their soft, beautiful fur are native to South America. Here is authoritative information on chinchilla traits and behavior, health, housing, feeding, breeding, and general care. BarronÂ's popular line of Pet Handbooks resembles the Pet OwnerÂ's Manuals series, but are largerÂmore pages, more photos and line illustrations, and more detailed advice and information. Pet owners and soon-to-be owners will find reliable information from breeders, veterinarians, and pet care experts presented in easy-to-follow, handsomely designed volumes.Customer Reviews:
Everything About Chinchillas.......2006-08-25
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Chinchilla Handbook
Edmund Bickel Manufacturer: TFH Publications ProductGroup: Book Binding: Hardcover Similar Items: ASIN: 0866224947 |
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History and Handbook of the Chinchilla Industry
Willis D. Parker Manufacturer: Parker Animal Agency ProductGroup: Book Binding: Paperback ASIN: B000KOS954 |
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The Brenon chinchilla service handbook
Herbert C Brenon ProductGroup: Book Binding: Unknown Binding ASIN: B0007J38GC |
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Empress Chinchilla Rancher's Handbook
N/a Manufacturer: Empress Chinchilla Breeders Cooperative ProductGroup: Book Binding: Spiral-bound ASIN: B000X5Y9L8 |
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History and handbook of the chinchilla industry
Willis D Parker Manufacturer: Allied Distributers ProductGroup: Book Binding: Unknown Binding ASIN: B0007F3R4O |
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Rancher's Handbook Previously Known as Chinchilla Fur Farming Series New Edition
Unknown Manufacturer: Empress ProductGroup: Book Binding: Hardcover ASIN: B000RPB7L4 |
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The Perfect Team: The Best Players, Coach, and GM-Let the Debate Begin!
National Basketball Association Manufacturer: Doubleday ProductGroup: Book Binding: Hardcover Similar Items:
ASIN: 0385501463 Release Date: 2006-01-17 |
Book Description
If you could select the greatest basketball team in history, who’d make your roster? Could an all-star center come off the bench as a backup? Do you want rebounding or scoring or both from your power forward? Should your point guard be a pure passer or a scorer who slashes to the basket? Who’d be your enforcer? Who’d be your emotional leader? Who’d be your go-to guy at crunch time? How do you even build a team—with pure talent alone or with a combination of talent and role players?Customer Reviews:
the perfect review for the perfect team.......2006-09-19
Very entertaining and informative read on basketball .......2006-03-27
Book would have been better titled The Near Perfect Team.......2006-03-22
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The Everything Weddings on a Budget Book: Create the Wedding of Your Dreams and Have Money Left for the Honeymoon (Everything Series)
Barbara Cameron Manufacturer: Adams Media Corporation ProductGroup: Book Binding: Paperback Similar Items:
ASIN: 158062782X |
Book Description
The wedding book you can take to the bank! Your wedding is the most special day of your lifeand you can make it perfect without going into debt! The wedding industry is filled with people looking to take advantage, but The Everything® Weddings on a Budget Book arms you with what you need to maintain control of your money, your time, and your sanity. Whether your budget is modest, moderate, or luxurious, you'll get the most of it every step of the way . . . and stay within it through your fabulous honeymoon.Barbara Cameron shows you how to:
·Determine your budget and set priorities
·Budget your time and save money
·Find a magnificent wedding gown at an off-the-rack price
·Haggle with confidence
·Ensure that you get the best service from caterers, photographers, florists, videographers, tailors, and musicians
·Avoid hidden expenses and add-ons
The Everything® Weddings on a Budget Book helps you get the wedding of your dreams at the right priceand allows you to save your energy for the big day!
Customer Reviews:
A great help!.......2007-01-14
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The Painter's Craft: An Introduction to Artist's Methods and Materials
Ralph Mayer Manufacturer: D. Van Nostrand Company, Inc ProductGroup: Book Binding: Hardcover ASIN: B000KSB6ZK |
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The Painter's Craft: An Introduction to Artists' Methods and Materials
Ralph Mayer Manufacturer: D. Van Nostrand Co ProductGroup: Book Binding: Unknown Binding Similar Items:
ASIN: B0007DZBQ8 |
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Painter's Craft: An Introduction to Artists' Methods and Materials.
Ralph Mayer Manufacturer: see notes for publisher info ProductGroup: Book Binding: Hardcover ASIN: B000M42M9Q |
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The Painter's Craft: An Introduction to Artists' Methods and Materials: New - Revised Edition
Ralph Mayer Manufacturer: D. Van Nostrad Co ProductGroup: Book Binding: Hardcover ASIN: B000GU8TLG |
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THE PAINTER'S CRAFT, AN INTRODUCTION TO ARTISTS" METHODS AND MATERIALS
Manufacturer: Viking Press ProductGroup: Book Binding: Paperback ASIN: B000ICT1IC |
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The Painter's Craft: An Introduction to Artist's Methods and Materials Fourth Edition
Ralph Mayer Manufacturer: Penguin USA ProductGroup: Book Binding: Paperback ASIN: B000J4U7CS |
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