Leseprobe

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Leseprobe

Tuned In

Name: Tuned In
Author: David Meerman Scott, Craig Stull, Phil Myers

Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs

David Meerman Scott, Craig Stull, Phil Myers

PDF

17,99 €

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John Wiley & Sons

Sozialwissenschaften, Recht, Wirtschaft / Werbung, Marketing

Beschreibung

If you market a product, service, or idea in any business, industry or organization, you must read Tuned In: Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs, a guide to understanding and meeting the needs of consumers, whether or not they make those needs clear. An easy-to-follow six-step process developed over the past 15 years can help you address unsolved problems, recognize buyer personas, quantify impact and create breakthrough experiences. Stop wasting time by guessing what your market needs and start understanding consumer desire.

Rezensionen

may tire readers looking for more subtlety and fewer sound bites. Still, there is sufficient fodder for anyone who wants to shake the sleep out of an organization and renew a focus on creating the kind of value that customers are willing to pay for. (June) (Publishers Weekly, April 7, 2008)
This well-reasoned and useful guide argues that successful innovators can develop products that "resonate" by connecting deeply with consumers. This simple idea is delivered in a conversational tone and illustrated in well-structured chapters laying out a six-step "Tuned in Process" and examples that span borders and industries. From anecdotes about countryside hotels that sprouted up to provide respite for Japanese salarymen to Nalgene plastic bottles, which escaped the laboratory to achieve cult status and ultimately mass market consumer appeal, fascinating case studies abound. However, as appealing as the concept and the many examples are, the enthusiastic presentation begins to grate; the repeated invocation of the "Tuned in Process"

(Training & Coaching Today, September)
"...helpful summaries...lively read for sales and marketing departments"

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