Product Details
ONE: A Consumer Revolution for Business

ONE: A Consumer Revolution for Business
By Stefan Engeseth

Price: $19.95 & eligible for FREE Super Saver Shipping on orders over $25. Details

Availability: Usually ships in 24 hours
Ships from and sold by Amazon.com

22 new or used available from $4.64

Average customer review:

Product Description

Companies now operate in an environment in which the consumer is more powerful than ever, and this manual for change demonstrates how managers and entrepreneurs can make this new-found consumer power work for them. Proposing to close the gap between what customers want and what companies promise, this argues that impersonal environments must change to foster interaction and that consumers must be allowed deeper insight into the process by which companies create goods and services for them. Why limit involvement to new product testing, the book asks, when the target demographic could be on the invite list for the next board meeting? Other tools, methods, and inspirations for listening to and understanding the customer are included, as well as examples of how other companies have managed to take advantage of the consumer revolution by using marketing innovations that once seemed radical. Forward-thinking executives and managers can benefit from this unique perspective on a key issue for companies who have not yet tapped the well of consumer power.

Product Details

  • Amazon Sales Rank: #1043429 in Books
  • Published on: 2005-11-01
  • Number of items: 1
  • Binding: Paperback
  • 224 pages

Editorial Reviews

Brand Republic, review by Stephen Chandler (03/20/04)
"Thought-provoking and inspiring. When you read [ONE], you feel guilty that you aren't doing it yet yourself."

Al Ries, author of 'The 22 Immutable Laws of Marketing'
"Everybody talks about being customer-oriented, but Engeseth's taken the concept to a much higher level. ONE's the ultimate consumer book."

O. Burtch Drake, President-CEO, American Association of Advertising Agencies
"In our brave new opt-in on-demand world, consumers possess ultimate control. Engeseth's provocative book guides you smartly through this revolution."

Customer Reviews

Thinking outside the box4
Stefan isn't afraid of being different or presenting seemingly crazy ideas. He lets his mind roam free. This is his best book so far. If you want to think in new ways, pick up a copy. You'll get inspiration that hopefully will kickstart your creativity.

Powerful Insight to Help Any Company and Brand5
In "One" Stefan Engeseth has done it again, bringing his unique perspective and insight to the challenge of building any brand by creating a stronger connection with customers. Following his great work in his first book "Detective Marketing," Stefan shows with clear and very engaging examples--from Sweden and around the world--how leading companies are bringing customers directly into their product and brand development efforts and gaining real competitive advantage.

In today's fast-paced global economy, where very dynamic niches and their real needs and wants often seem like a moving target or even a blur, Stefan provides a user-friendly framework for thinking about consumers--or any customers for that matter--and how to harness their energy and enthusiasm for creating the products and service that they will truly desire. He then shows how to bring them into the planning process in ways that really matter. The result is far fewer mis-steps and far greater success.

It is unfortunate that this book has not received wider attention in the U.S. as it offers some of the best thinking available today. Read it with open eyes and you will understand your market and its potential far better than any of your competitors.