The hidden wealth of customers : realizing the untapped value of your most important asset /
By: Lee, William GMaterial type: BookPublisher: Boston, Mass. : Harvard Business Review Press, c2012.Description: 222 p. : ill. ; 25 cm.ISBN: 9781422172315 (alk. paper); 1422172317 (alk. paper)Subject(s): Customer relations | Customer loyalty | Consumer behaviorDDC classification: 658.8/342
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|REGULAR||University of Wollongong in Dubai Main Collection||658.8342 LE HI (Browse shelf)||Checked out||07/08/2013||T0046449|
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Includes bibliographical references (p. -202) and index.
The coming customer revolution -- Return on relationship -- The most powerful sales force -- The new marketing machine -- Harnessing the Internet -- Building customer communities in a networked world -- Customer-enhanced strategy: -- The most innovative designers.
Traditionally, companies that wanted to grow relied on employees in sales, marketing, and product development. But many are finding focusing on and tapping the strengths of select customers yields more success. Lee (Lee Consulting Group and Customer Strategy Group) relates how businesses can gain from their customers in a variety of ways: by transforming them into advocates, influencers, and contributors, and by recognizing that customers are more credible to a buyer than the business. He also discusses how customers can help businesses turn the Web into an opportunity, how they can drive marketing strategies, and more.