The Next Economy - Hardcover

Über die Autorin bzw. den Autor

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

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Strategies for Strengthening Customer Loyalty in an Increasingly Impersonal Marketplace

"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 Brands Big Trouble

"Wannamaker said 50% of his advertising budget was wasted but didn't know which half. Ettenberg will show you."
­­Chuck Peebler, Managing Director, Plum Capital

"Ettenberg raises the necessary question and offers refreshing fundamental insights."
­­Dick Blatt, President Point of Purchase Advertising International

"Sparing no sacred cows, Ettenberg calls it like it is­­and stakes out forcefully how it ought to be. Put off reading this at your own peril."
­­Vincent Pica ,Vice-Chairman, Voyant Corporation

"It's controversial. It's troublesome. It will keep you up at night. But you have to read it!"
­­Bill Turner, President, Merchandising, Marketing, Logistics. Sears Canada, Inc.

"Ettenberg's central thesis­­ that commercial success is increasingly reliant on forging a long-term relationship between brands and customers ­ is right on the money."
­­Diane J. Brisebois, President & CEO, Retail Council of Canada

"The Next Economy provides a stimulus for action and a road map to the future."
­­Christina A. Gold, Chairman, President and CEO of Excel Communications, Inc.

"Consumers have won and are spitting out the old marketing techniques. Elliott Ettenberg plots a bold path to their pocketbooks."
­­Jim Cannavino, Senior IBM Vice President Retired

"If your business depends on consumers to succeed, you will surely benefit from the expert analysis in The Next Economy. This book is timely, insightful and entertaining."
­­Tracy Mullin, President and CEO, National Retail Federation

"All of us, whether we like it or not, are about to be participants in what historians will probably call the greatest economic restructuring since the Industrial Revolution. The journey to the Next Economy is about to begin. Will your company be ready?"
­­From The Next Economy

As we ride a tsunami of new technologies into the 21st century, business-as-usual has been transformed. Operations, information technology, logistics, manufacturing, distribution...All are indistinguishable from what stood in place just a decade ago.

Marketing, however, has been allowed to languish. In the race to form powerful corporate alliances, create bigger and faster products, and get them to the end user overnight, marketing remains deeply rooted in ineffective, outmoded beliefs and practices. And for many customers, it is no longer considered a primary determinant in affecting the purchase decision

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.

More than just a one-trick approach for bringing a product to market, The Next Economy presents a thought-provoking, hands-on model for success in the first great economic environment of the 21st centu