Centro de Documentacion de Fundación MAPFRE - Torment your customers : they'll love it

MAP20071502292

Torment your customers : they'll love it / by Stephen Brown

Sumario: In this article, Stephe Brown introduces the concept of "retromarketing". His premise is that customer centricity, with its mindless devotion to customer needs, is leading business firms to produce me-too products and copycat advertising. Marketplace stagnation is on the rise. Brown argues that some successful products such as the Chrysler minivan and the Sony Walkman were not made for to cater to customer tastes and wants; they were the results of pure creativity. Marketing managers, as Brown suggests, should turn to the provocative marketing propositions of days gone by, when customers were teased, tantalized, and tortured. In an art, retromarketing has several critical elements: exclusivity, secrery, amplification, entertainment, and tricksterism

En: Harvard business review. - Boston. - October 2001 ; p. 83-88

1. Marketing estratégico . 2. Servicio al cliente . 3. Satisfacción del cliente . 4. Estrategia empresarial . 5. Retromarketing . I. Morris, Mark . II. Título. III. Título: Harvard business review.