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Managing Customers Through Economic Cycles

Overview

Whether you are a global Fortune 500 organization or a small business Managing Customers Through Economic Cycles shows you how to optimize your business's sales and marketing approaches specific to survive and thrive in each economic cycle and transition.

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Overview

Whether you are a global Fortune 500 organization or a small business Managing Customers Through Economic Cycles shows you how to optimize your business's sales and marketing approaches specific to survive and thrive in each economic cycle and transition.

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Product Details

  • ISBN-13: 9780470686201
  • Publisher: Wiley
  • Publication date: 3/29/2010
  • Edition number: 1
  • Pages: 264
  • Product dimensions: 6.10 (w) x 9.00 (h) x 0.60 (d)

Meet the Author

JOHN MCKEAN is the Executive Director of the Center for Information Based Competition, which provides thought-leadership and practitioner-level guidance to help businesses advance to a mastery level of customer information, interactions, and communities ranging from human-to-human to social media/mobile conversations – both as rational consumers and high-order intuitive people. He is frequently called on by the world’s leading businesses to inspire new levels of customer awareness and effectiveness through fact-based insights and a passion for customer excellence. John McKean’s real world customer work is balanced with the academic rigors of guest lecturing at MIT Sloan Graduate School and postgraduate work at Harvard University.

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Table of Contents

Acknowledgements vii

1 Introduction 1

2 Predicting/Preparing for Economic Transitions 7

3 Science of How Consumers' Buying Changes over Cycles 41

4 Consumer Loyalty Strengths/Vulnerabilities in Cycles 67

5 B2C Approaches for Dynamic Consumer Needs/Value Tradeoff 91

6 B2B Approaches for Different Economic Cycles 125

7 Mastering Information across Economic Cycles 151

8 Managing the Employee Factor through Cycles 173

9 Leveraging the Power of the Community (Physical and Online) 203

10 Summary 247

Index 249

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