Centro de Documentacion de Fundación MAPFRE - Smart customers, dumbs companies

Notas: SIn "Simplicity marketing: relieving customer stress in the digital age", Steven m. Crisol and Peter Sealey, present simplicity as an equally powerful lens for marketing. The authors cite stress as a major factor in contemporary consumer psychology: markets are faced with too daunting an array of product and service choices. To alleviate customer anxiety, companies should stop extending product lines and creating new brands; instead, shey should consolidate product and service functions by following their four R approach: replace, repackage, reposition and replenishRegistros relacionados: En: Harvard business review. - Boston. - November-December 2000 ; p. 187-191Materia / lugar / evento: Empresas Fidelización de clientes Servicio al cliente Marketing Directivos de empresas Estrategia empresarial Diseño de productos Otros autores: Swap, Walter
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