The Next Economy

As we ride a tsunami of new technologies into the 21st century, business-as-usual has been transformed. Operations, information technology, logistics, manufacturing, distribution...All are indistinguishable from what stood in place just a decade ago.

Marketing, however, has been allowed to languish. In the race to form powerful corporate alliances, create bigger and faster products, and get them to the end user overnight, marketing remains deeply rooted in ineffective, outmoded beliefs and practices. And for many customers, it is no longer considered a primary determinant in affecting the purchase decision.

The Next Economy takes you to the forefront of the increasingly high-stakes battle for the customer wallet, and provides you with a toolbox of marketing techniques designed to break through to customers in this new era. Master practitioner Elliott Ettenberg unveils new metrics for accurately measuring and increasing the productivity of marketing budgets and programs, along with revitalized systems to once again make marketing professionals responsible for the success or failure of the brands they guide.

More than just a one-trick approach for bringing a product to market, The Next Economy presents a thought-provoking, hands-on model for success in the first great economic environment of the 21st century. Guaranteed to open your eyes to today's most pressing changes, challenges, and opportunities, it describes proven methods that you can use to:

• Build brand equity-to replace price as your customers' primary determinant of value
• Use quintile marketing-to identify and delight your best customers at every point of contact
• Employ co-marketing-to build customized solutions around each customer's wants and needs

Let The Next Economy help you set aside the dated and company-threatening practices of the Old Economy, take you beyond the quick-fix solutions of the New Economy, and introduce you to the customer attitudes and state-of-the-art competitive tactics of the Next Economy.

Contents

Author's Note

Acknowledgments

Introduction

Part One : The Next Economy

Part Two : Where Your Customers Will be

Epilogue

The Next Steps

Notes

Index