The Loyalty Effect
By Frederick F Reichheld
Loyalty is by no means dead. In fact the principles of loyalty …are alive and well at the heart of every company with an enduring record of high productivity, solid profits, and steady expansion. The business world seems to have given up on loyalty: many major corporations now lose – and have to replace – half their customers in five years, half their employees in four, and half their investors in less than one. Fred Reichheld’s national bestseller “The Loyalty Effect” shows why companies that ignore these skyrocketing defections face a dismal future of low growth, weak profits, and shortened life expectancy. Reichheld demonstrates the power of loyalty-based management as a highly profitable alternative to the economics of perpetual churn. He makes a powerful economic case for loyalty – and takes you through the numbers to prove it. His startling conclusion: even a small improvement in customer retention can double your company profits.
The Long Tail
Why the Future of Business Is Selling Less of More
By Chris Anderson
The Long Tail is a powerful new force in our economy; the rise of the niche. As the cost of reaching consumers drops dramatically, our markets are shifting from a one-size-fits-all model of mass appeal to one of unlimited variety for unique tastes. From supermarket shelves to advertising agencies, the ability to offer vast choice is changing everything, and causing us to rethink where our markets lie and how to get to them. Unlimited selection is revealing truths about what consumers want and how they want to get it, from DVDs at Netflix to songs on iTunes to advertising on Google. However, this is not just a virtue of online marketplaces; it is an example of an entirely new economic model for business, one that is just beginning to show its power. After a century of obsessing over the few products at the head of the demand curve, the new economics of distribution allow us to turn our focus to the many more products in the tail, which collectively can create a new market as big as the one we already know. ‘The Long Tail’ is really about the economics of abundance. New efficiencies in distribution, manufacturing, and marketing are essentially resetting the definition of whatís commercially viable across the board. If the 20th century was about hits, the 21st will be equally about niches.
My Life in Advertising & Scientific Advertising
Two works by Claude C. Hopkins
Gain a lifetime of experience from the inventor of test marketing and coupon sampling — Claude C. Hopkins. Here, you’ll get two landmark works in one easy-to-carry volume and discover his fixed principles and basic fundamentals that still prevail today.
Syrup A Novel
By Maxx Barry
Scat is young, confused, and underemployed with dreams of being rich, shallow, and
famous. So when he comes up with a million-dollar marketing idea for a hot new brand of cola, he’s sure he’s found his ticket to the Los Angeles fast lane.
*Overviews of each book are taken from the Dymocks Online website-->