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

MAP20071501582

Smart customers, dumbs companies / by Christopher Locke

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 replenish

En: Harvard business review. - Boston. - November-December 2000 ; p. 187-191

1. Empresas . 2. Fidelización de clientes . 3. Servicio al cliente . 4. Marketing . 5. Directivos de empresas . 6. Estrategia empresarial . 7. Diseño de productos . I. Swap, Walter . II. Título.