Superconsumers : a simple, speedy, and sustainable path to superior growth / Eddie Yoon.
By: Yoon, Eddie [author.].
Publisher: Boston, Massachusetts : Harvard Business Review Press, [2016]Description: 225 pages.Content type: text Media type: unmediated Carrier type: volumeISBN: 9781633692077.Subject(s): Market segmentation | Consumer behavior | Consumer profiling | Consumers -- Attitudes | Fans (Persons) -- AttitudesGenre/Form: Print books.Current location | Call number | Status | Date due | Barcode | Item holds |
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On Shelf | HF5415.127 .Y66 2016 (Browse shelf) | Available | AU0000000009895 |
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HF5415.127 .M66 2014 Global marketing and advertising : understanding cultural paradoxes / | HF5415.127 .P8498 2015 Content Inc. : how entrepreneurs use content to build massive audiences and create radically successful businesses / | HF5415.127 .S65 2016 Experiential marketing : secrets, strategies, and success stories from the world's greatest brands / | HF5415.127 .Y66 2016 Superconsumers : a simple, speedy, and sustainable path to superior growth / | HF5415.129 .D46 2011 Distribution channels : understanding and managing channels to market / | HF5415.129 .S97 2018 The channel whisperer : how to recruit, manage and develop your distributors / | HF5415.13 .B736 2016 Marketing with strategic empathy : inspiring strategy with deeper consumer insight / |
Includes bibliographical references and index.
Part 1. An introduction to superconsumers: Making your best customers better -- Part 2. How they did it: TK (Kraft) -- TK (Easy Grocery) -- TK (American Girl) -- Part 3. How you can do it: Building relationships -- Influencing other customers -- Using data and aligning your organization -- Building a culture.
Fanboys. Pork dorks. Tech nerds. These consumers have a lot in common: they care a lot about a specific brand, product, or market; they pursue their passions with fervor; and they spend a lot of money in the process. They're superconsumers. Superconsumers are everywhere, and they span categories, countries, and age groups. There are superconsumers of sneakers, bacon, cars, wine, and sports memorabilia. There are even superconsumers of white bread and white socks. Although these fanatics are relatively small in number--they make up only about 10% of consumers--they can drive between 30% and 70% of sales. Simply put, they are the key to fast, simple, and sustainable growth. Eddie Yoon, a strategy consultant with over 15 years of experience, takes us into the minds of superconsumers of all kinds of brands. He reveals what makes these fanatics tick and why they spend so much more than other consumers. And, most important, he teaches readers how to use readily available data to identify their own superconsumers and then use this newfound knowledge to transform ordinary consumers into more profitable superconsumers. Rich with data, research, and case studies, Superconsumers takes an in-depth look at a lovable, unique, and utterly fascinating group of people. It's a practical guide for readers interested in tapping into new revenue streams, boosting sales, and transforming their companies.--