- Tapa dura: 256 páginas
- Editor: Business Books (1 de abril de 2008)
- Idioma: Inglés
- ISBN-10: 0832950165
- ISBN-13: 978-0832950162
- Valoración media de los clientes: Sé el primero en opinar sobre este producto
Compara Precios en Amazon
+ EUR 2,99 de gastos de envío
Pain Killer Marketing: How to Turn Customer Pain Into Market Gain (Inglés) Tapa dura – abr 2008
Descripción del producto
Reseña del editor
his book concerns HOW to listen to the customer and what to do with the data once you have it. Many companies collect data from customers, but don't know what to do with the data that they have. This book describes a process for not only collecting "Pain of the Customer" information, but how it can be used to drive profits. For "C" level executives, product managers, market research practitioners and anyone else who wants to make sure that becoming more "customer-centric" results in more revenue and profits for the company. This could include Human Resources professionals who want to understand how to listen to employees and translate that data into better products and services. Anyone who has a customer, internal or external, can benefit from this book.
Biografía del autor
Henry DeVries, MBA is a best-selling author and founder of the New Client Marketing Institute (www.newclientmarketing.com). His mission is to provide the latest knowledge to those who want to sell more products and services. DeVries is a sought-after speaker where he reveals in fun and humorous ways more than 1,000 pragmatic strategies to achieve marketing returns of 400% to 2,000%.Chris Stiehl is currently a consultant for companies like Palm, Cisco, LifeScan (Johnson & Johnson) and other "high tech" companies. Stiehl worked in product design, competitive intelligence and market research for Cadillac Motor Car Division of GM, including participating on their winning Malcolm Baldrige National Quality Award team. He also worked on product design and job design for Polaroid Corporation.
No es necesario ningún dispositivo Kindle. Descárgate una de las apps de Kindle gratuitas para comenzar a leer libros Kindle en tu smartphone, tablet u ordenador.
Obtén la app gratuita:
Detalles del producto
Si eres el vendedor de este producto, ¿te gustaría sugerir ciertos cambios a través del servicio de atención al vendedor?
Opiniones de clientes
|5 estrellas (0%)|
|4 estrellas (0%)|
|3 estrellas (0%)|
|2 estrellas (0%)|
|1 estrella (0%)|
Opiniones de clientes más útiles en Amazon.com
I. Provide something that has value & is in demand (2-14)
II. Make sure the customer is satisfied (15-20)
III. Provide customer service economically (21-22)
IV. Lead generation & sales (23-26)
V. Internet marketing & your Web site (27-28)
VI. Internet marketing & SEO (29)
VII. Gain credibility by writing a book (30)
VIII. Gain more credibility & exposure by delivering seminars (31)
IX. Have your employees spread the word (32)
1. Are you in pain?
2. The big equation of business
3. The small-town-movie theater example
4. Stale popcorn into fresh popcorn
5. Who else wants to turn client pain into marketing gain?
6. How to attract all the customers you need
7. Why worry about the pain of the customer?
8. Collecting the pain of the customer
9. Use the pain of the customer to write value propositions
10. How to manage consultants the pain-point way
11. The $3 million leather seat
12. Changing needs over time: The kano model
13. How do I develop good internal predictive metrics?
14. How do I test my metrics?
15. The house of quality (Quality Function Deployment)
16. How do I develop good customer-satisfaction surveys?
17. Importance versus performance
18. Satisfaction vs. excellence vs. loyalty
19. How do I know who is doing the best?
20. Is customer satisfaction enough?
21. Building your pain of the customer team
22. How do I manage my budget painlessly?
23. How do I fill your pipeline in 3 steps?
24. Cracking your marketing genetic code
25. Less hype and more help
26. The top 14 ways to generate leads
27. Your pain killer Web site
28. 5 ways to increase your persuasion power
29. Something you probably didn't know about search engines
30. To those who never dream of writing a book
31. How to stage pain killer seminars
32. Where to go next: Employees
33. Putting it all together
Chapter 1 provided a good introduction to the book. And Chapter 33 was a good conclusion. By following the advice in this book you will be able to define your business in terms of customer pains and needs. Your business will simply provide solutions to those pains and needs.
The definition of your business should start with your customer. Build a solid marketing strategy around your customers and you will probably be successful. I loved the checklist of lessons learned at the end of each chapter. And the chapters were bite-sized and easy to digest. I think I would have liked the book better if the book's chapters were the nine sections I listed earlier in this review. And the actual 33 chapters should have been made subtopics in the nine chapters I recommend. But the book is good as is. 4 stars!
You may be a small business, a large non-profit, or an entrepreneur with an idea: you can benefit from Chris' step-by-step examples from GM, AT&T and a local movie cinema in Michigan.
I use this book in my Practical Marketing Research classes at UCSD Extension. The students have gained a lot from the examples, and these students come from all around the globe.
I've owned a marketing firm for 16 years (Sun Marketing) and I'm hoping my clients will welcome this refreshing approach to knowing the customer needs. Then they can follow through with a faster economic recovery. I heartily recommend this book. Dr. McCabe (Doctor of Business Administration)
Pain Killer Marketing did more to make me want to consider hiring the authors than write a glowing review of the book. If you are looking for something "new" that no one else has written about, or if you are looking for in-depth how-to's, you really won't find those here. (You won't, for instance, be able to grasp the subtleties of QFD or become an expert interviewer.)
But make no mistake: this book emphasizes the right things! It is full of useful stories that illustrate the authors' perspectives and illustrate why understanding the customer's pain is so important. I also found it valuable because it got me thinking about QFD again, an approach that doesn't get used very often in the industries where I tend to work.
But again, what made this book most interesting to me is that it is a superb example of what every one of us who is a consultant should consider doing for ourselves - i.e., writing and refining what we believe and what we have learned, giving some of our knowledge away to prove our merit and because in some situations it's just the right thing to do, and packaging what we know for mass distribution and marketing purposes.