کتاب روانشناسی و موفقیت

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Did You Notice the Revolution?

Over the past twenty years, a quiet revolution has changed the way some people think about marketing. Tom Peters took the first whack with The Pursuit of Wow, a visionary book that described why the only products with a future were those created by passionate people. Too often, big companies are scared companies, and they work to minimize any variation–including the good stuff that happens when people who care create something special. Peppers and Rogers, in The One to One Future, took a simple truth–that it’s cheaper to keep an old customer than it is to get a new one–and articulated the entire field of customer relationship management. They showed that there are only four kinds of people (prospects, customers, loyal customers, and former customers) and that loyal customers are often happy to spend more money with you.