Today there is an ever increasing number of CEOs either being fired or resigning. Very often it is not about them failing to get results that are needed, but them failing to understand the various constituent groups they have to interact with. This book is organized according to…
This book introduces to marketing and product executives, along with corporate strategists, many innovative approaches to pricing, as well as the research and insights that went into their creation. Filled with illustrative examples from the business world, readers will discover…
Really great products and really huge successes don't come from focus groups! And if you simply rely on trial and error, or guesswork, you'll lose far more often than you'll win. Now, there's a solution: Rule Developing Experimentation (RDE), the first systematized, disciplined,…
Today customers can actually help create new products. The authors describe how that takes place through Rule Developing Experimentation (RDE), a systematized process of designing, testing, and modifying alternative ideas, packages, products, or services in a disciplined way so …
"To manage and sustain profitability over the long term, companies need to define and execute the right marketing strategies and measure their results against the right yardstick. Dozens of metrics are available, but one is most crucial: Customer Lifetime Value (CLV)-defined as …
