Superconsumers
Regular price
€28.50
A01=Eddie Yoon
Age Group_Uncategorized
Age Group_Uncategorized
Author_Eddie Yoon
automatic-update
bottom line
brand
branding
brands
business growth
Category1=Non-Fiction
Category=KCK
Category=KJC
Category=KJS
Category=KJSM
Category=KJSU
consumer behavior
consumer marketing
consumer markets analysis
consumer psychology
consumers
COP=United States
customers
Delivery_Delivery within 10-20 working days
eq_bestseller
eq_business-finance-law
eq_isMigrated=2
eq_nobargain
eq_non-fiction
growth strategy
Language_English
marketing campaigns
marketing channels
marketings strategy
PA=Available
passionate
Price_€20 to €50
product postioning
products
PS=Active
softlaunch
superconsumer
superconsumers
Product details
- ISBN 9781633692077
- Weight: 354g
- Dimensions: 139 x 209mm
- Publication Date: 20 Dec 2016
- Publisher: Harvard Business Review Press
- Publication City/Country: US
- Product Form: Hardback
- Language: English
Secure
checkout
Fast Shipping
Easy returns
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 advice to managers looking to improve their products, change their business models, energize their cultures, and attract new customers. In Superconsumers, growth strategy expert Eddie Yoon lays out a simple but extremely effective framework that has helped companies of all types and sizes achieve more sustainable growth: he'll show you how to find, listen to, and engage with your most passionate and profitable consumers, and then tailor your decisions to meet their wants and needs.
Along the way, he'll let you into the minds and homes of superconsumers of all kinds, revealing what makes them tick and why they're willing to spend so much more than other consumers. Rich with data and case studies of companies that have implemented superconsumer strategies with great success, Superconsumers is a fun, practical, and inspiring guide for anyone interested in making their best customers even better.
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 the western suburbs of Chicago with his wife Kristen and their three children and tries to get back to Hawaii, where he was born and raised, as often as he can. Find Eddie Yoon at: thecambridgegroup.com/about/leadership/eddie-yoon/ and linkedin.com/in/eddie-yoon-a823532, and follow him on Twitter @eddieyoonTCG.
