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Superconsumers: A Simple, Speedy, and Sustainable Path to Superior Growth
Eddie Yoon
€ 34.99
€ 28.14
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Description for Superconsumers: A Simple, Speedy, and Sustainable Path to Superior Growth
Hardback. Num Pages: 240 pages, illustrations. BIC Classification: KJC; KJS; KJSM; KJSU. Category: (G) General (US: Trade). Dimension: 220 x 149 x 25. Weight in Grams: 364.
Pork dorks. Craftsters. American Girl fans. Despite their different tastes, these eclectic diehards have a lot in common: they're obsessed about a specific brand, product, or category. They pursue their passions with fervor, and they're extremely knowledgeable about the things they love. They aren't average consumers--they're superconsumers. Although small in number, superconsumers can have an outsized impact on a company's bottom line. Representing 10% of total consumers, they can drive between 30% to 70% of sales, and they're usually willing to spend considerably more than the average consumer. And because they're so engaged and passionate, they can offer invaluable ... Read more
Pork dorks. Craftsters. American Girl fans. Despite their different tastes, these eclectic diehards have a lot in common: they're obsessed about a specific brand, product, or category. They pursue their passions with fervor, and they're extremely knowledgeable about the things they love. They aren't average consumers--they're superconsumers. Although small in number, superconsumers can have an outsized impact on a company's bottom line. Representing 10% of total consumers, they can drive between 30% to 70% of sales, and they're usually willing to spend considerably more than the average consumer. And because they're so engaged and passionate, they can offer invaluable ... Read more
Product Details
Publisher
Harvard Business Review Press
Format
Hardback
Publication date
2016
Condition
New
Weight
364g
Number of Pages
240
Place of Publication
, United States
ISBN
9781633692077
SKU
V9781633692077
Shipping Time
Usually ships in 15 to 20 working days
Ref
99-15
About Eddie Yoon
Eddie Yoon is a Principal with The Cambridge Group, a leading growth-strategy firm that is part of Nielsen. He has helped clients achieve well over $1 billion in annual profitable growth during his nearly two decades at TCG. As a regular contributor to Harvard Business Review, Eddie writes frequently on the ideas of superconsumers and category creation. He lives in ... Read more
Reviews for Superconsumers: A Simple, Speedy, and Sustainable Path to Superior Growth
ADVANCE PRAISE for Superconsumers: Keith Levy, President, Royal Canin USA, a division of Mars, Inc.
Every company says they put their customers first. But their actions don't always reflect their words. It isn't for lack of effort, though. The truth is, it feels like we face only 'either/or' choices between our businesses and our customers. Eddie Yoon has helped ... Read more
Every company says they put their customers first. But their actions don't always reflect their words. It isn't for lack of effort, though. The truth is, it feels like we face only 'either/or' choices between our businesses and our customers. Eddie Yoon has helped ... Read more