Amazon.com
Sometime during the last 30 years, the service economy emerged as the dominant engine of economic activity. At first, critics who were uncomfortable with the intangible nature of services bemoaned the decline of the goods-based economy, which, thanks to many factors, had increasingly become commoditized. Successful companies, such as Nordstrom, Starbucks, Saturn, and IBM, discovered that the best way to differentiate one product from another--clothes, food, cars, computers--was to add service.
But, according to Joseph Pine and James Gilmore, the bar of economic offerings is being raised again. In The Experience Economy, the authors argue that the service economy is about to be superseded with something that critics will find even more ephemeral (and controversial) than services ever were: experiences. In part because of technology and the increasing expectations of consumers, services today are starting to look like commodities. The authors write that "Those businesses that relegate themselves to the diminishing world of goods and services will be rendered irrelevant. To avoid this fate, you must learn to stage a rich, compelling experience."
Many will find the idea of staging experiences as a requirement for business survival far-fetched. However, the authors make a compelling case, and consider successful companies that are already packaging their offerings as experiences, from Disney to AOL. Far-reaching and thought-provoking, The Experience Economy is for marketing professionals and anyone looking to gain a fresh perspective on what business landscape might look like in the years to come. Recommended. --Harry C. Edwards
Book Description
You are what you charge for. And if you're competing solely on the basis of price, then you've been commoditized, offering little or no true differentiation. What would your customers really value? Better yet, for what would they pay a premium? Experiences. The curtain is about to rise, say Pine & Gilmore, on the Experience Economy, a new economic era in which every business is a stage, and companies must design memorable events for which they charge admission. With
The Experience Economy, Pine & Gilmore explore how successful companies-using goods as props and services as the stage-create experiences that engage customers in an inherently personal way. Why does a cup of coffee cost more at a trendy cafe than it does at the corner diner or when brewed at home? It's the value that the experience holds for the individual that determines the worth of the offering and the work of the business. From online communities to airport parking, the authors draw from a rich and varied mix of examples that showcase businesses in the midst of creating engaging experiences for both consumers and corporate customers.
The Experience Economy marks the debut of an insightful, highly original, and yet eminently practical approach for companies to script and stage compelling experiences. In doing so, all workers become actors, intentionally creating specific effects for their customers. And it's the experiences they stage that create memorable-and lasting-impressions that ultimately create transformations within individuals. Make no mistake, say Pine & Gilmore: goods and services are no longer enough. Experiences are the foundation for future economic growth, and
The Experience Economy is the playbook from which managers can begin to direct new performances.
Download Description
Future economic growth lies in the value of experiences and transformations--good and services are no longer enough. We are on the threshold, say authors Pine and Gilmore, of the Experience Economy, a new economic era in which all businesses must orchestrate memorable events for their customers. The Experience Economy offers a creative, highly original, and yet eminently practical strategy for companies to script and stage the experiences that will transform the value of what they produce. From America Online to Walt Disney, the authors draw from a rich and varied mix of examples that showcase businesses in the midst of creating personal experiences for both consumers and businesses. The authors urge managers to look beyond traditional pricing factors like time and cost, and consider charging for the value of the transformation that an experience offers. Goods and services, say Pine and Gilmore, are no longer enough. Experiences and transformations are the basis for future economic growth, and The Experience Economy is the script from which managers can begin to direct their own transformations.
Customer Reviews:
Secret behind business success.......2007-10-24
A Harvard educated friend of mine told me about this book which created some interest, until I found out the most successful companies in the country were using this technique to rapidly expand their profitability. Then I couldn't wait to order it and find out for myself how these concepts applied to small business.
I wasn't disappointed and have recommended the book for years because even though it's a radical concept, it works. If you have ever wondered if price is the most important element in finding business success, this book will convince you otherwise. It's not about money- it's about the customers experience and when you know how to master this technique you will win customers for life along with word of mouth marketing that will be invaluable for your long term business success.
excellent service.......2007-09-09
This was fast and accurate, and the quality was just what was advertised. Thank you!
too much 'flowers' in conveying the message.......2007-06-20
When I bought this book, I hoped Mr Pine will more describe about the ultimate power of new era, the experience economy, and how that change should be adapted quickly for many variety industries settings to get survive. Meaning, I expect to find a practical guidance to overcome the battle.
I found many ideas poured into this book mostly already existed in some other books (not written by Joseph Pine, for sure), for instance putting the experience as value added in consumer goods to increase consumers' emotional benefits. In doing so, the manufacturer can have premium price to outdo the competition. I've heard of it as many as the idea of how to serve consumers in a new different way by using internet as interactive tool to preserve their satisfactions and to use it as new channel of distribution. I really hope he came up with new striking and distinctive ideas, not those hackneyed ones.
I somewhat think this book a little bit hard to understand. Mr Pine used and picked up some unusual vocabularies to convey his message. I always fall asleep everytime reading it. Surprising that it takes me a week to consume 2-3 pages whilst I spend a week to finish Harry Potter - Goblet of Fire in English version.
However, I thank to Joseph for inspiring me some new vocabs.
Top Notch.......2007-06-01
Rarely do we get a truly new model to work with. This book provides a genuine breakthrough in how our life experience can be designed.
Used for Designers.......2007-03-30
I am a college instructor in Web and Interactive design and development. I have used this book and the audio version as the cornerstone of my opening lectures each semester. All the concepts and tenents put forward apply to user Interface design that I use this book as part of my UX-User Experience driven courses. Understanding how we got here and having an idea of where we are going allows tommorrow's designers to create "experiences" today.
This should be on every design students required reading list....
Book Description
Infopreneurs sell valuable information online in the form of books, e-books, special reports, audio and video products, seminars, and other media. This definitive guide will show how to master the tools and tactics of the most successful infopreneurs, so you can succeed at producing, marketing, selling, and automating delivery of information products online. This guide comes complete with interviews of successful infopreneurs.
Customer Reviews:
Overall Disappointing.......2007-09-26
Based on the other Amazon reviews, I purchased this book. After reading it, and being thoroughly disappointed, I realized, on second glance, that most of the reviews here are from other authors, who seemed to give it the thumbs up.
I expected this book to tackle more issues with regard to eBooks, in terms of generation and advertising, and the information contained in this book on this subject was scant, to say the least. Most of the book addresses methods for promoting printed books, which is misleading (in my eyes) and conflicts with the words "eBook" and "Information Products", which appear on the front cover. Many of the ideas presented for advertising - TV, radio, seminars, etc., are well outside the bounds of the average author. Lots of regurgitated concepts that we've seen hundreds of times before in other books.
There are basically only 1 or 2 small chapters that are relevant to eBooks, and there are major omissions in that regard - no description of ClickBank (the pre-eminent leader in eBook distribution) other than a quick reference, and only a one page discussion of PPC advertising, which has to be addressed more thoroughly in this type of book.
I did find a couple of useful tidbits and website references, but it certainly didn't justify the price of the book.
Complete Guide - Excellent resource.......2007-09-20
From Entrepreneur to Infopreneur is a wonderful resource for anyone who sees the value in creating a passive income source from their current area of expertise - either hobby or profession. If you don't understand or see the value in becoming an Infopreneur, then this book is definitely for you.
The book is well written, organized and full of valuable information. It offers an easy to understand, step-by-step guide for the entrepreneur to transform their business and become an information marketer.
It is very easy for the entrepreneur to under estimate the market potential for their knowledge. Stephanie does an excellent job of illustrating how to take the knowledge we have acquired and to package it into a valuable product that can generate income on a passive basis. The internet has made it possible - actually easy - for anyone to package and sell their knowledge worldwide.
While it is often referred to as passive income, Stephanie is quick to point out that creating an informational product is simply the first step. If you are not willing to actively market your product/idea then you will have wasted a lot of time and energy in creating it. The income might be passive but there is this huge need for very active marketing. But do not despair. All the steps and instructions for effective marketing are in the book.
The book is full of hints, helpful tips and resources. I had read less than 30 pages when I was given a suggestion that made me put the book down and implement it. There are literally hundreds of helpful website addresses in the book. In addition there are profiles of successful infopreneurs, explaining what they do and how they did it.
One other extremely valuable lesson that is hammered home throughout the book is the value of becoming a recognized expert in your field. There is nothing like publishing book(s), articles, special reports, etc, that will establish your credibility as an expert. This can dramatically increase your value and thus income from other sources.
The book has way too much information to absorb in just one reading. If you are serious about becoming an informational marketer, read it a couple of times and then use it as a handy reference. A great resource for those just starting out or the seasoned infopreneur.
Your launching pad to success!.......2007-09-12
I've been playing with information products as a new direction for my home business for a couple of years now. I've had three different e-books on the edge of completion ... stalled. I have two websites designed and ready to sell my info products ... with nothing to sell and no idea how to go any further. I happened across this book, bought it on impulse, and read it cover to cover in two nights. Eight days later I've sold over $1,200 in info products on one of my websites following the author's exceptional advice and instruction. The "Infopreneur Profiles" were fantastic. I checked out all of their sites/products and learned a lot. The "Directory of Resources" was phenomenal and well-used. Ms. Chandler's writing style is direct and instructional while being entertaining and even motivating at the same time. Not only did I get exactly what I needed to light my fire and guide me the rest of the way to ebook success - but this book opened my eyes to related concepts and new ideas I can't wait to follow up on. I'd love to meet the author - just to give her a hug! If you want to make money selling information products (online or otherwise) this book will be significant in helping you reach your goals. Ms. Chandler, I think your book is underpriced. I would have paid more and now that I've read it - I would have paid a lot more!
Inspirational.......2007-08-23
Good general information on breaking into the Info-Marketing arena.
Ms Chandler does a nice job of motivating and encouraging - especially if you've been sitting on the fence for a time, like I have.
For me, the best features were the list of various resources and the "real life" mini porfiles of Infopreneur's.
At the end of each chapter a short profile is included of people who are doing what I want to do - Inspirational!
Excellent - has helped my eBook sales tremendously!.......2007-07-12
As an author myself,(my book is Stay-At-Home Mom's Guide to Successful eBay
® Selling)I am always looking for ways to promote my eBooks, and printed books. This book offers valuable information about how to build a mailing list for email marketing, creative ways to use the internet to self-promote, and excellent examples of real people who have found success using Stephanie's techniques. If you are interested in writing or selling eBooks, this guide is a MUST to learn how to promote yourself, your work, and your digital materials. Excellent read.
Book Description
A world-renowned innovation guru explains practices that result in breakthrough innovations
"Ulwick's outcome-driven programs bring discipline and predictability to the often random process of innovation."
-Clayton Christensen
For years, companies have accepted the underlying principles that define the customer-driven paradigm--that is, using customer "requirements" to guide growth and innovation. But twenty years into this movement, breakthrough innovations are still rare, and most companies find that 50 to 90 percent of their innovation initiatives flop. The cost of these failures to U.S. companies alone is estimated to be well over $100 billion annually.
In a book that challenges everything you have learned about being customer driven, internationally acclaimed innovation leader Anthony Ulwick reveals the secret weapon behind some of the most successful companies of recent years. Known as "outcome-driven" innovation, this revolutionary approach to new product and service creation transforms innovation from a nebulous art into a rigorous science from which randomness and uncertainty are eliminated.
Based on more than 200 studies spanning more than seventy companies and twenty-five industries, Ulwick contends that, when it comes to innovation, the traditional methods companies use to communicate with customers are the root cause of chronic waste and missed opportunity. In What Customers Want, Ulwick demonstrates that all popular qualitative research methods yield well-intentioned but unfitting and dreadfully misleading information that serves to derail the innovation process. Rather than accepting customer inputs such as "needs," "benefits," "specifications," and "solutions," Ulwick argues that researchers should silence the literal "voice of the customer" and focus on the "metrics that customers use to measure success when executing the jobs, tasks or activities they are trying to get done." Using these customer desired outcomes as inputs into the innovation process eliminates much of the chaos and variability that typically derails innovation initiatives.
With the same profound insight, simplicity, and uncommon sense that propelled The Innovator's Solution to worldwide acclaim, this paradigm-changing book details an eight-step approach that uses outcome-driven thinking to dramatically improve every aspect of the innovation process--from segmenting markets and identifying opportunities to creating, evaluating, and positioning breakthrough concepts. Using case studies from Microsoft, Johnson & Johnson, AIG, Pfizer, and other leading companies, What Customers Want shows companies how to:
- Obtain unique customer inputs that make predictable innovation possible
- Recognize opportunities for disruption, new market creation, and core market growth--well before competitors do
- Identify which ideas, technologies, and acquisitions have the greatest potential for creating customer value
- Systematically define breakthrough products and services concepts
Innovation is fundamental to success and business growth. Offering a proven alternative to failed customer-driven thinking, this landmark book arms you with the tools to unleash innovation, lower costs, and reduce failure rates--and create the products and services customers really want.
Customer Reviews:
Simple and Disciplined Approach to Obtaining Customers' Wants.......2007-07-21
This is an excellent book that lays out a simple but disciplined approach to capturing what customers' want. With all the sources out there communicating how to do the voice of the customer, this book starts off by challenging that approach as being ineffective and then lays out what the author proposes as a better approach through the understanding of the customers' jobs that they are trying to perform, the outcomes (or key metrics that they use to measure how well a product or service completes a job) and the opportunities or those outcomes that are either underserved or overserved. The opportunities are the areas that a company should focus on to be successful in innovation. The author does this by sharing examples from different organizations that resulted in success. All in all a very refreshing approach to focusing on the customer and worth the read for all the innovators out there.
Purpose for Gathering Voice of the Customer (VOC) Data.......2007-06-08
Proposes a different purpose for gathering VOC -- that is, focusing on the customer's desired "outcome" of the job to be accomplished. I was very delighted to read about this approach since it allows more objectivity in designing final solutions. However, it appears the author fails to capture that this is infact VOC data collection. Students of Six Sigma know that VOC data collection is not about writing down what the customer "says". It is about uncovering true "needs" (or whatever term you want to use) directly from the customer and not some secondary party ill-equiped to articulate those "needs".
Good but not great.......2007-01-18
If you are new to market research or product innovation, this book is practical and easy to read and I recommend it. No need to read further in my comment.
For the more experienced reader: As a businessperson, I was disappointed in this book. At first I was carried away; Ulwick is a good writer. I was so excited, I restared the book and took notes. That is when I realized that this is essentially a marketing tool for his company. Ulwich doesn't give insight into how to find the "50-150" criteria he mentions beyond saying that good marketing researchers are important. Furthermore his comments about customer-driven innovation are incorrect. While I agree with him that many companies behave as he describes, this is because, as with other business tools/concepts, customer-driven innovation is misunderstand and misused. Most of what he talks about is identical to what I tell employees during training. What I got out of this book was a handful of sentences about focusing on the job your customer needs done, the constraints and the criteria by which customers will measure your "solution".
Most Practical Approach.......2006-11-11
This book offers the most practical approach to developing an innovation strategy of the many I have read.
It is one of the few that offers tools and ideas that can be put immediately to work in a business.
Cutomer Service Training.......2006-10-07
Innovation is primal to success and business growth. Offering a proven alternative to failed customer driven initiatives, this wonderful book offers you the tools and strategies to unleash innovation, lower costs, and reduce failure rates and create the products and services customers really want.
Amazon.com
Guy Kawasaki, former chief evangelist at Apple Computer and an iconoclastic corporate tactician who now works with high-tech startups in Silicon Valley, is back in print with his seventh book: Rules for Revolutionaries: The Capitalist Manifesto for Creating and Marketing New Products and Services. Entertainingly written in collaboration with previous coauthor Michele Moreno, it lays out Kawasaki's decidedly audacious (but personally experienced) strategies for besting the competition and triumphing in today's hypercharged business environment. The book is divided into three sections, whose titles alone epitomize its thrust and tone. The first, "Create Like a God," discusses the way that radical new products and services must really be developed. The second, "Command Like a King," explains why take-charge leaders are truly necessary in order for such developments to succeed. And the third, "Work Like a Slave," focuses on the commitment that is actually required to beat the odds and change the world. A concluding section is filled with entertaining and inspirational quotes on topics like technology, transportation, politics, entertainment, and medicine that show how even some of our era's most successful ideas and people--the telephone, Louis Pasteur, and Yahoo! among them--have prevailed despite the scoffing of naysayers. --Howard Rothman
Book Description
Guy Kawasaki, CEO of garage.com and former chief evangelist of Apple Computer, Inc., presents his manifesto for world-changing innovation, using his battle-tested lessons to help revolutionaries become visionaries.
* Create Like a God *
Turn conventional wisdom on its head-create revolutionary products and services by analyzing how to approach the problems at hand.
* Command Like a King *
Take charge and make tough, insightful, and strategic decisions-break down the barriers that prevent product adoption and avoid "death magnets" (the stupid mistakes just about everyone makes).
* Work Like a Slave *
Get ready for hard work, and lots of it. To go from revolutionary to visionary, you'll need to eat like a bird-relentlessly absorbing knowledge about your industry, customers, and competition--and poop like an elephant--spreading the large amount of information and knowledge that you've gained.
Filled with insights from top innovators such as Amazon.com, Dell, Hallmark, and Gillette and rich with hands-on experience from the front lines of business, Rules for Revolutionaries will empower you--whether you're an entrepreneur, engineer, inventor, manager, or small business owner--to turn your dreams into reality, your reality into products, and your products into customer magnets.
Customer Reviews:
Entertaining.......2007-10-20
This is one of my favorite books on the right mindset for startups. Go against the grain, overcome all obstacles, spend as little as possible, be excellent. Highly recommend.
Nice read for unexperienced entrepeneurs.......2007-07-04
I like this book a lot, it's clear, simple and fun to read. It has a step by step approach. And if you like to know certain clues about how nice products like the iPod and the Macs have created their way into the consumer's world, you will like this book even better.
There are books that tell you how do it, others inspire.......2006-10-29
I will start by saying that I have not finish reading it. It took me over a year to complete Art of the Start, and the reason is that there was so much inspiration, that I felt it was going to be eclipsed by the excitment of the next chapter.
Its not a how-to book, is how to face yourself and ispire you to get throgh the obstacles, inner or outer, that will surge along the way.
Better than His Other Books.......2006-08-12
Kawasaki presents foundational theories for starting new companies or providing new services in this book. The reader benefits greatly from Kawasaki's experiences and knowledge. Further, the book is written in an open, readable manner.
Inspirational but somewhat outdated.......2006-08-07
Being an Apple fan I read GK's books. This is basically a book of quotes and biz examples from organizations and people that have done innovative things. GK sprinkles some of his own toughts from years of experience at Apple and other startups that he has been involved with.
The only problem I had was some the advice is not really easy to follow in the real world. For example: ignoring market research and with your gut. Fine that may work for small biz but larger corporations simply do not approve a project unless there is positive market research behind it.
Also some of the biz that are mentioned here are companies that were either acquired or no longer in biz. Also the recommended reading is mostly works that are outdated.
If you like GK you may enjoy this one otherwise you might want to pass on it.
Amazon.com
As it becomes increasingly associated with impressive corporate gains realized in recent years by companies ranging from FedEx and Rolex to Starbucks and Volvo, "branding" has developed into one of the marketing world's hottest concepts. And for good reason, contend well-known strategist Al Ries and his daughter Laura Ries in The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand.
"Marketing is building a brand in the mind of the prospect," they write. "If you can build a powerful brand you will have a powerful marketing program. If you can't, then all the advertising, fancy packaging, sales promotion and public relations in the world won't help you achieve your objective." A no-holds-barred look at a diverse collection of successful--and not-so-successful--branding efforts undertaken by these and other high-profile firms, their book distills the most critical principles involved into a series of clear rules with straightforward titles such as The Law of Expansion, The Law of Contraction, The Law of Consistency, and The Law of Mortality. While some of their suggestions may at first seem counterintuitive, together they compose a logical blueprint for success in today's ever-more-competitive environment. --Howard Rothman
Amazon.com Audiobook Review
When you call a book The 22 Immutable Laws of Branding, you're pretty much ruling out Oprah's Book Club as potential buyers. (Not that Oprah herself isn't a terrific brand.) This is an audiobook for a narrow demographic: entrepreneurs, top managers, and public-relations directors. Coauthor Al Ries comes off like the eccentric genius that most of these managers keep in a basement office, only listening to when necessary. When he says, "The power of a brand is inversely proportional to its scope," and hectors managers with the idea that "customers want brands that are narrow in scope," you know he's right (he backs himself up with dozens of examples), and you know it's the last thing powerful, expansion-minded businesspeople want to hear. Coauthor Laura Ries, his daughter and marketing-firm partner, also reads sections. (Running time: 1.5 hours, one cassette) --Lou Schuler
Book Description
Branding. Dubbed by many the "marketing buzzword" of the late nineties, everyone knows that building your product or service into a bona fide brand is the only way to cut through the clutter in today's insanely crowded marketplace.
The only question is, how do you do it?
Learn the laws of branding in the branding bible:
The 22 Immutable Laws of Branding. Brilliant, bold, and mercifully brief, The 22 Immutable Laws of Branding is the definitive text on branding, distilling the complex principles and theories espoused in other long-winded, high-priced professional marketing tomes into twenty-two quick and easy-to-read vignettes. Pairing the brand-blazing strategies from the world's best--like Coca-Cola, Xerox, BMW, Federal Express, and Starbucks--with the world-renowned marketing savvy of bestselling author Al Ries and his daughter Laura Ries, The 22 Immutable Laws of Branding builds on the huge international success of The 22 Immutable Laws of Marketing and provides the expert insight you seek on business's hottest topic in less time than an airplane ride.
Find out:
Why you will fail to create a brand through advertising, sales promotion, public relations, or fancy packaging
How overbranding equals underwhelming
Why a brand in any category should welcome others like it
How to define your category...even if you're not first to market
Why creating a sense of authenticity may be even more important than five-star quality
How to use advertising to keep your brand alive
Why no brand lives forever--and how best to read its vital signs and put it out of its misery yourself
Why good old-fashioned publicity may be the missing link in the brand-building process
Why giving your brand the right name is perhaps more important than the brand itself
and perhaps most important of all:
How to own a word in the mind of the consumer
Smart and accessible, The 22 Immutable Laws of Branding is an easy-to-refer-to primer that provides the ammo you need to dominate your category and turn your product or service into a world-class brand.
Customer Reviews:
Great book.......2007-10-10
Excellent book. Although the 22 laws may not be immutable they definitely are impossible to overlook. This book is packed with practical examples of where major corporations failed and succeeded, by breaking or following each of the 22 laws. Definitely must read if you're interested in creating a strong brand.
What a Book!.......2007-09-22
I never read a book more packed with incredible insights that this one. My company, Astonish Results (www.astonishresults.com) provides consulting to mortgage companies. I will recommend this book to every company we consult.
must have for business owners.......2007-09-11
As a small business owner and someone who was new to the business side of running a business I have found this book an absolute necessity in my daily business life.
Something to think about.......2007-08-11
I read this book with pleasure. It contains a lot of common sense and showed how people are influenced in their choice of branding features by what others have done and not what makes sense. I hope to use much of the information in my firm for our software branding.
Steven Calkins
Cross Media Solutions
Würzburg, Germany
Excellent work.......2007-05-26
I must say I have become somewhat of a Ries groupie. Al & Laura Ries along with Jack Trout have created some of the most thought filled pieces within the Branding, Marketing and communications world today. This one lives up the all the hype. The 22 Immutable Laws of Branding is a masterpiece to say the least. I began seeking out new books on the topic and thought why not hear from the gurus of the field. I had read The 22 Immutable Laws of Marketing first and it lead me to this great piece. I am a marketing student not just in the classroom but for life. It is what I do, therefore learning more is what I must do.
Once you began your journey for more knowlege on Branding and relating fields you will side with this book. Branding lives with the perpection that is placed int he mind of the consumer. In all my many marketing classes have I not discussed the many issues that come up in this book. To be a great marketer or branding strategiest you must seek out information from all levels of the field and then rethink those thoughts in regards to your position and situation. This book places you in the right mindset to do that and much more. So begin the process...
Average customer rating:
- A Great Read for Today's Entrepreneur
- Timeless yet generally fresh, worth the re-read
- Mass Customization: A Paradigm of Paradox
- Repeated ideas, though good
- From mass customization to versioning...
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Markets of One: Creating Customer-Unique Value through Mass Customization
Manufacturer: Harvard Business School Press
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Similar Items:
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Making Mass Customization Work
ASIN: 1578512387 |
Book Description
What does it mean "to dell?" This newly coined business verb means to mass-customize, making products only in response to actual demand. This allows a product to "go direct" to a customer, and it's what Dell Computer does instead of forcing mass-produced computers on its customers. And Dell's not alone.
As Editors Jim Gilmore and Joe Pine point out in their introduction to
Markets of One, mass customization is a trend that has caught on among consumer and business-to-business companies alike - think of Levi's jeans, Aramark's hospital services, Select Comfort mattresses, and Peapod or Streamline grocery delivery, to name a few. Companies customize their offerings to meet the unique needs of individual customers so that nearly everyone can obtain exactly what they want at a reasonable price. It's a paradigm shift away from the one-size-fits-all way managers have thought about markets over the past century- today, every individual customer is a market of one.
This collection of ten Harvard Business Review articles chronicles the evolution of business competition from mass markets to markets of one-in other words, from creating standardized value through mass production to creating customer-unique value through mass customization. The book examines many of the resulting changes in approach to strategy and operations-for example, moving from pushing products to fulfilling individual needs, from focusing solely on market share to measuring customer share, and from marketing to the masses to cultivating learning relationships with each customer.
Markets of One offers the best of the leading thinkers on the topic, exploring both the promise and pitfalls of mass customization. Practical applications are presented with examples of leading companies who successfully mass customize for markets of one. A Harvard Business Review Book
Customer Reviews:
A Great Read for Today's Entrepreneur.......2005-07-30
The dilemma: technology has created a scenario in which virtually infinite supply and variety are possible. When supply is infinite, opportunities for profit disappear. How then, can companies make money?
This book addresses this fundamental issue, and shows how companies can create and market viable business models in today's business environment. Internet entrepreneurs who feel like they have a great idea but are unsure of the specifics as to how it should be constructed will find this to be a very valuable book. You may not find all of it to be worthwhile, but the ideas you do grab will be immensely useful.
Timeless yet generally fresh, worth the re-read.......2002-06-11
Have read most of the authors in this volume, but still refer back to my yellow hi-liting and post-it tabs. Tempting to read only executive summaries, but these fail to capture the needed depth provided in the chapters. One of the better compilations I've come across in some time. Probably only thing that's missing is "how to." I suspect that requires more than just deep thinking, but a cross-disciplinary team.
Mass Customization: A Paradigm of Paradox.......2000-11-04
Gilmore and Pine co-authored The Experience Economy, a book I consider one of the most important business books written in recent years. In this volume, they anthologize ten essays which -- together -- answer questions such as these:
1. What is "the emerging theory of manufacturing"? (Peter Drucker)
2. How to market in "the age of diversity"? (Regis McKenna)
3. How to manage in "an age of modularity"?
4. Do you want to keep your customers forever? (Pine, Don Peppers, and Martha Rogers)
5. Is your company ready for one-to-one marketing? (Peppers, Rogers, and Bob Dorf)
6. What are the correlations between "breaking compromises" and "breakaway growth"? (George Stalk, Jr., David K. Pecault, and Benjamin Burnett)
7. What are the "four faces" of mass customization"? (Gilmore and Pine)
8. What is "versioning"? Why is it the smart way to sell information? (Carl Shapiro and Hal R. Varian)
9. How to make mass customization work? (Pine, Bart Victor, and Andrew C. Boynton)
10. What does "managing by wire" involve? (Stephan H. Haeckel and Richard L. Nolan)
At the conclusion of their book, the authors also provide immensely helpful "Executive Summaries" of key points made in each of the various essays, and, brief but informative comments about those who wrote them. If you are looking for the single best source of information and about mass customization, look no further.
Repeated ideas, though good.......2000-03-04
Good book but too much repeated from "Mass Customization"...the author's excellent preceding title.
From mass customization to versioning..........2000-03-01
This book is a winner! I've relied on mass customization strategies in my consulting practice for the past 5 years. These strategies allow consultants to win the speed-to-market wars while still providing high quality deliverables. Also, the chapter on "versioning" is a mind blower, and is definitely relevant to e-publishers everywhere. You can't go wrong with this contemporary business text.
Book Description
How service industries can become more competitive by employing the principles of product development
As the lines between products and services become less and less distinct, managers in service industries-such as banking, insurance, financial services, utilities, and retailing-can benefit enormously by learning from product leaders, employing a rigorous product development model to create and test new offerings, develop the most promising ones, and see them to market successfully. Product development experts Scott Edgett and Robert Cooper draw from their extensive research, teaching, and consulting experience to offer service sector executives and managers a comprehensive overview of the principles of product development and how they can be applied profitably.
Customer Reviews:
Repetitive but worthwhile.......2001-10-13
Cooper is the guy if you are into development - from idea to delivery of the goods - be it a product (widget), software or services. He is a portfolio management guy that will help you wrap your thinking around making investments into ideas that are yearning to make a debut in reality.
Good, Practical Book But Repetitive.......2000-06-30
This is a very good book for managers of new service development processes. It offers a framework for designing and implementing a new service development process and there are many good advice and techniques in the book that I believe will prove invaluable to these managers. I expect this is the result of the 1,500 case studies that the authors have conducted.
I especially liked the sections that the authors have entitled "Points for Management to Ponder". These short bits, interspersed throughout the book, forces a reader to link the theories to actual situations in a company. I found such exercises beneficial to the learning process.
However, I found that the authors tend to repeat themselves throughout the book. For example, Chapter 4 and 5 are essentially the same. Chapter 4 walks through the framework fairly quickly with a real case example while Chapter 5 examines the general framework in detail. I believe the 2 chapters could have been combined without much loss to content.
I recommend this book to practitioners, as this is a very practical book. For readers who just want to know more about service development but are currently not involved in any development work, this book is not for you. Like me, you may find some of the framework difficult to understand without a real case to relate to.
Lessons from the master.......2000-06-24
Well written and full of understandings... Bob, as with all his books, has made many key points. An excellent read for anyone who's business is dependent on new services and believes that luck is not a sustainable advantage. If you believe that the event or experience marketing is the key to most sales, then becoming excellent in launching new services is a must.
Book Description
"A thorough guide on food marketing that is sure to help food entrepreneurs at all levels. Extensive appendices are an added plus to an already strong and well-written guide. Strongly recommended." Library Journal
Specialty and gourmet foods can sell as great as they taste. To grab a slice of the action, here are the proven methods for successfully launching a gourmet food product into the specialty foods marketplace. The only book of its kind that outlines every food marketing opportunity and then supports entrepreneurial action with detailed guidance, From Kitchen to Market shows food entrepreneurs how to:
* Identify a winning product and its most appropriate markets.
* Achieve visual "sizzle" with packaging and labeling.
* Establish a variety of distribution channels.
* Optimize the Internet.
Customer Reviews:
Fantastic book for food start-ups.......2007-10-05
This book was recommended in a class at the local community college on starting a food business. There are
excellent examples of various business models and lots of referrals to other helpful web sites. If you have a
specialty food product you're making in your kitchen and you dream of selling it, this book is perfect.
Great book for people serious about starting a business.......2007-05-15
This book is a goldmine of information about the gourmet food business and how to get your product out there. Many charts, templates and other business resources that are not found in any other book I've read. Loved the "real world" examples.
Very Helpful.......2007-01-13
The book was very helpful to me.It contains a lot of useful information.
Good for a Start.......2007-01-04
The level of detail wasn't what I was hoping for, but it was a good book anyway. This book gives an overview of most aspects of marketing and selling food specialties.
After reading this book, you'll want to get some companion books, such as a book on trade shows, or getting publicity, or any of a dozen ideas the author touches on.
A 'must' for any newcomer cook who would market a product.......2005-11-05
The gourmet food industry is perfect for entry-level food distribution in this country: it lends to testing new products, it doesn't require large start-up investment, and it's a fast-growing industry. To enter, consult Food Marketing International president Stephen F. Hall's latest 4th edition of From Kitchen To Market: Selling Your Gourmet Food Specialty: it outlines and analyzes all kinds of food marketing opportunities for small cottage industries new to the business, discussing everything from building a product's concept using trade shows, brokers, and more. A 'must' for any newcomer cook who would market a product.
Customer Reviews:
A good introduction and survey of the world's largest market.......2004-01-02
As someone who has spent 30+ years living in the world that the authors describe, I found it a good outline of how the grocery business works - from a marketing point of view. The primary value of the book is in the breadth of its coverage, its readability and shortness. I have personally purchased at least a dozen copies to pass on as orientation material for my senior staff who may benefit from more of a big picture of the world they are working in, as well as specialized consultants for our firm that need to understand our milieu. None of these people would read the longer, more comprehensive tomes. So this book fills an urgent need for some of us practitioners.
Light weight.......2003-09-15
Barbara Kahn is a marketing professor at Wharton but I hear only because her husband Robert J. Meyer is also a chaired marketing professor in the same department. She wrote a "quantitative" dissertation for her PhD but Kahn actually is a touchy-feely behaviorist who works on variety-seeking behavior, a very trivial topic in marketing ignored by all serious researchers. She knows nothing about quantification by her own admission. She also says her dissertation was written entirely by her supervisor and not by her, my Wharton friends tell me. This background, or rather, the lack of any background, is reflected in her book. The book falls seriously short of its promise and reads like an alphabetical soup. Don't waste your money on this book when there are much better books available on amazon.com. Better still don't waste your time on this book. It's an IQ-reducer and will leave you dumber and more confused.
My review :).......2003-03-19
Hi. I read some of the book when I took Professor Kahn's Mktg 101 class. (for those of you in the class, not much was on the test about this book). Anyway, although it was recommended for "Anyone who shops" I shop practically everyday and grew up shopping often at grocery stores, but did not find the book to be a good read. I consider myself relatively well educated in business related literature as I took the class during my senior year at Penn's Wharton school. There seemed to be too much academic information which distracted me from enjoying the book and getting a lot our of it. For people on Prof. Kahn's level of marketing expertise this book is likely to be very useful, but it is not as useful to undergrads in Marketing 101 or to the general population.
Insights into consumer behavior and industry responses.......2003-02-12
This book is divided into two parts, one on the state of the industry, and one on consumer behavior. In the first part, the authors do an in-depth analysis of the changes in the retail industry (the move towards discounting, the responses of small grocery retailers to Wal-Mart-style companies, the changes undergoing the supply chain of suppliers to the grocery industry, etc). In the second part, they delve into the available research on consumer behavior, dealing with issues such as store layout and comfort (smells, colors, space, etc). A very solid book, very dense with information.
comprehensive view of marketing in the grocery business.......2000-12-15
First off, let me state that this is by no means a book meant for light reading. It was assigned to me as part of Professor Kahn's (the author) Introduction to Marketing lecture at the University of Pennsylvania. Although not the primary text used in class, the Grocery Revolution provides a comprehensive view of the grocery business. It thoroughly discussed the marketing mix (product, price, place, and promotion). Although the book covers everything very well, it tends to become very repetitive, with the same examples cited over and over. Also, there is a huge presence of numbers and percentages from various studies that become overwhelming after a while. The book, however, does provide a very good view of the whole marketing mix in one industry. It is a good book to use as an example for a concrete view of the basic marketing concepts.
Book Description
This is the first book to explain how the fundamentals of marketing strategy must change in response to this broad-based increase in wealth
The authors specifically addresses how to fine tune a mass marketing approach that captures the value created from greater consumer affluence.
After years of expensive and largely ineffective attempts at one-to-one marketing and other complex varieties of microsegmentation, the business environment is ripe for a switch back to the relative simplicity of a mass marketing mindset
Flouts conventional wisdom: the authors in-depth research uncovered that today’s “moneyed masses” are completely different than the mass market of decades past in terms of how much they have to spend and what they are willing to spend it on. Reveals the mass marketing strategies a range of companies have already successfully used to hit pay dirt with products ranging from oral care to laundry detergent to exotic automobiles.
Customer Reviews:
Serving the super-modern customer.......2006-10-24
Mass Affluence complements The Dollarization Discipline (Fox and Gregory)by explaining the emotional needs of today's mass-market customer (the end-user to our broadcaster customers). Put the two together to see how product development and sales should work in the coming decade.
(Review based on reading a commercial executive summary of both books.)
Ideas you can use to reach affluent customers.......2006-06-30
So many books about marketing or business are long on high-minded concepts, but very short on ideas you can use when you go to work the next day. Mass Affluence happily breaks that mold and offers up useful ideas in almost every chapter.
Nunes does a great job of breaking down how to approach the large demographic of relatively wealthy consumers into different functional areas and makes a chapter out of each. He explains how something, like billing, was typically done in the past and how it should be handled now. Beyond that, Nunes has found pertinent real-world examples of every concept he discusses and gets helpful input from the business people out using the strategies on a day-to-day basis.
The result of all Nunes work (I'm sure it would've been easier to write the book without running down real-world examples) is a highly practical guide to setting up or improving upon a business that caters to wealthy, but not mega-rich, customers.
Highly recommended.
Why this one is a standout..........2006-02-22
There are zillions of books out there on marketing moderate to high end items, most of them repeating the same old principles (yawn). You certainly don't need to waste your time or money on those.
Happily, this one is different, showing sellers how to reach the elusive buyers who may fall somewhere between high end and moderate end...perhaps prefering items that fall somewhere between the High end of Moderately priced...or, if you like, the low end of Luxury. They'll spend plenty...but they have definite needs.
This book shows sellers how to appeal to those needs and to market the same (or similar) items in a way to appeal to diverse buyers.
By the way, it is always a plus when a publisher takes advantage of the "Look Inside the Book" feature on Amazon - and this publisher does. So don't take my word on the benefits of this book. Take a look at a sample page or two and see if it appeals to you.
I will add that there is a LOT of info crammed into this book and I learned quite a bit. I'd also recommend Let Them Eat Cake.
A ground-breaking, seminal work.......2005-01-03
A collaboration between Paul F. Nunes (Executive Research Fellow at the Accenture Institute for High Performance Business in Wellesley, Massachusetts) and Brian A. Johnson (Senior Research analyst at the New York City based investment research and management firm of Sanford C. Bernstein & Company), Mass Affluence: 7 New Rules Of Marketing To Today's Consumer reveals that there is a pendulum swing in marketing from "one-to-one" customer strategies back to mass marketing. But there's a problem -- Today's more affluent but cautious consumers aren't responding to the strategies that worked with their middle-class predecessors. Mass Affluence lays out seven new rules of mass marketing specifically directed for use with the increasingly affluent populace and shows how innovative companies are implementing these novel strategies with high-end products that fill a heretofore ignored middle-ground in ordinary product categories ranging from clothing, to oral care, to house hold cleaning, and more. A ground-breaking, seminal work, Mass Affluence should be considered mandatory reading by any corporate manager charged with the responsibility of marketing his company's services or products in today's increasingly volatile, global, and competitive marketplace.
A Marketing Book Than Can Make a Difference.......2004-09-30
It's not just the rich who are getting richer; it's also a broad swath of some 22 million U.S. households who have gained significant levels of wealth, income and discretionary spending over the past 30 years. In a meticulously well-researched and well-written marketing best seller, researchers Paul Nunes and Brian Johnson document the phenomenon of mass affluence. They then describe the tremendous opportunities marketers have in crafting innovative new products and services to serve the top 20 percent of households that have some 60 percent of the nation's discretionary spending power.
The timing of this important work could not be better for retailers and brands struggling to increase share and margins in a Darwinian marketplace. I've been involved in consumer marketing for more than twenty years and I've seen only a handful of marketing books that can really make a difference. "Mass Affluence" is one of them. We were so impressed with the book that we bought copies for all our associates. I highly recommend it.
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Books Index
Books Home
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Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, Relate
Managing the Customer Experience: Turning Customers into Advocates
Customer Experience Management: A Revolutionary Approach to Connecting with Your Customers
Welcome to the Experience Economy
