haku: @indexterm marketing concept / yhteensä: 142
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| Tekijä: | Brown, S. |
| Otsikko: | Torment Your Customers (They'll Love It) |
| Lehti: | Harvard Business Review
2001 : OCT, VOL. 79:9, p. 82-91 |
| Asiasana: | MARKETING CUSTOMERS CONSUMERS MARKETING CONCEPT MARKETING THEORY |
| Kieli: | eng |
| Tiivistelmä: | In this article, the author makes the case for "retro- marketing"- a return to the days when marketing succeeded by tormenting customers rather than pandering to them. Using vivid examples, the author shows that many recent consumer marketing coups have decidedly not been customer-driven. They've relied instead on five basic retromarketing principles: exclusivity; secrecy; amplification; entertainment; tricksterism. Managers may be dismayed by the thought of deliberately thwarting consumers. But if marketers were really customer oriented, they'd give their customers what they want: old-style, gratuitously provocative marketing. |
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