Simplicity Marketing End Brand Complexity, Clutter, and Confusion
- List Price: $26.00
- Binding: Hardcover
- Publisher: Simon & Schuster
- Publish date: 10/01/2000
Description:
Like capitalism itself, contemporary marketing has been based on an unflagging belief in giving customers more and more choices. However, marketing experts Steven M. Cristol and Peter Sealey argue that in this pressure-packed buying and selling environment we have reached our manageable threshold for coping with an ever-increasing abundance of complex products and services. Growing numbers of consumers and managers struggle with ways to simplify. But until now, no one has created a set of marketing strategies to answer the customer's cry for help and, in so doing, build brand loyalty and competitive advantage.
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Simplicity Marketing does just that. It is an action-oriented guide to tuning into customer stress to better understand -- and empathize with -- both consumers and business customers. Using hundreds of proven examples, the authors introduce powerful tools centering on the "4 Rs" of simplification -- Replace, Repackage, Reposition, and Replenish. They prescribe ten specific strategies to relieve customer stress, and explain how information technology can help simplify rather than complicate customers' lives. In short, this is a manifesto for a marketing revolution in the twenty-first century.
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