Review:
Customers Rule!, by Roger Blackwell and Kristina Stephan, is a back-to-earth management guide for the 21st century that emphasizes traditional business strategies incorporated with--but never overshadowed by--the Internet. Blackwell, an Ohio State University marketing professor, and Stephan, vice president of a consulting firm that bears her coauthor's name, note that even after the dot-com shakeout, many firms still place too much emphasis on the "e" side of e-commerce, giving short shrift to basics that connect them with consumers and suppliers. Dissecting companies that failed because of this (like Boo.com, the erstwhile sportswear e-tailer), along with those appearing to prosper by recognizing it (including Victoria's Secret and L.L. Bean, which both learned the ropes through conventional catalog operations), the authors emphasize that business fundamentals remain the key to success. Adding value for customers, establishing vendor relationships, controlling costs, and conserving cash are all important elements. They discuss specifics that combine traditional and New Economy ideas in original ways, like using omnipresent bricks-and-mortar establishments such as Kinko's for third-party distribution of online orders. No matter the business, the authors contend, the optimal result is a "blended strategy" that enhances customer and supply-chain relationships, decreases inventory and expenses, increases efficiencies, and reaches new customers.--Howard Rothman
From the Back Cover:
"Roger Blackwell is the preeminent expert on how and why people buy, and his new book arms businesses with much needed cutting-edge strategies to succeed far into the future." Geoffrey A. Moore, author of Crossing the Chasm and Living on the Fault Line
"Roger Blackwell and Kristina Stephan demonstrate the importance of the customer revolution and how winning businesses can build profitable approaches based on the best of in-store and on-line strategies. Rich with examples, the authors show why many early approaches failed because they ignored the key commerce functions of logistics, product analysis and sourcing, and how to build a marriage that lasts -- blending "e" and "commerce" together to delight the foundation of all strategies, the customer." Patricia B. Seybold, author of Customers.com and The Customer Revolution
"Roger Blackwell is one of the most formidable thought leaders working on the Net today. He's right: the impact of the Net is just beginning." Seth Godin, author of Permission Marketing and Unleashing the Ideavirus
"When I began my career, Blackwell's Strategic Marketing was my business bible. As I deal with the new economy, e-commerce, and 'digital discontinuity,' Customers Rule! will become its successor. Carl Gustin, chief marketing officer, Kodak
"This is a must-read for anyone who wants to be successful in twenty-first-century business."Tami Longaberger, president and CEO, The Longaberger Company
"Dr. Blackwell gets it right once again. Customers Rule! cuts through all the clutter regarding e-commerce with a straightforward plan to win." Christopher M. Connor, chairman and CEO, Sherwin-Williams
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