The Next Economy: Will You Know Where Your Customers Are? - Softcover

Ettenberg, Elliot

Softcover

ISBN 10: 0071412956 ISBN 13: 9780071412957

Publisher: McGraw-Hill, 2003

Synopsis

"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.

About this title

Review:

Senior marketing executive Elliott Ettenberg argues that traditional marketing techniques are outdated relics from the far-off Old Economy and in this post-9/11 world, we've already left the New Economy behind.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 Rothman

From the Back Cover:

Strategies for Surviving and Thriving in an Economic Downturn

Your customers are out there - you just need marketing guru Elliott Ettenberg to show you how to find them and cater to them. The Next Economy takes you to the forefront of the battle for the customer wallet, and provides a toolbox of techniques to break through to customers - even when the economy is soft.

"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."--David F. D'Alessandro, Chairman and Chief Executive Officer, John Hancock Financial Services and bestselling author of Brand Warfare

"Elliott Ettenberg's view that the next economy is driven by focus, marketing and customer orientation makes enormous sense. It also makes for a very useful book in keeping a company out of trouble."--Jack Trout, author of A Genie's Wisdom

About this edition

• Publisher: McGraw-Hill
• Publication date: 2003
• ISBN 10: 0071412956
• ISBN 13: 9780071412957
• Binding: Paperback
• Edition number: 1
• Number of pages: 256