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Overpromise and Overdeliver

Rick Barrera

4.9/5 (15968 ratings)

Description:Lock in customer loyalty by making?and keeping?a breakthrough brand promise that your competitors can't touch Companies like American Girl, Best Buy, Washington Mutual, and TiVo came out of nowhere to virtually own their respective markets. How did they scoop their bigger and wealthier competition? It wasn?t through a fat marketing budget. It was because they kept their promises . . . and not just any promises, but dangerously ambitious promises. In fact, these companies overpromised to lure customers in?and then overdelivered to keep them. Rick Barrera, a respected marketing consultant and business lecturer, has studied these word-of-mouth-driven successes and concluded that they are masters of what he calls TouchPoint Branding?the art of making sure that every point of contact between a company and its customers is well executed and fulfills an over-the-top brand promise. Barrera explains how TouchPoint Branding's three major components?Product TouchPoints, System TouchPoints, and Human TouchPoints?can create dramatic market differentiation. The companies featured in the book start with an extraordinary product (like the Hummer), supported by smoothly running systems (like the Sumerset Houseboats Web site), and add satisfying human contact (like the service at an American Girl store). It's an old clich in business that smart companies underpromise and overdeliver. But in today's crowded market, that's not enough. Barrera's insights and case studies can help any company overpromise . . . and still overdeliver.We have made it easy for you to find a PDF Ebooks without any digging. And by having access to our ebooks online or by storing it on your computer, you have convenient answers with Overpromise and Overdeliver. To get started finding Overpromise and Overdeliver, you are right to find our website which has a comprehensive collection of manuals listed.
Our library is the biggest of these that have literally hundreds of thousands of different products represented.

Pages: 240

Format: PDF, EPUB & Kindle Edition

Publisher: Portfolio

Release: 2004

ISBN: 1440645493

Description: Lock in customer loyalty by making?and keeping?a breakthrough brand promise that your competitors can't touch Companies like American Girl, Best Buy, Washington Mutual, and TiVo came out of nowhere to virtually own their respective markets. How did they scoop their bigger and wealthier competition? It wasn?t through a fat marketing budget. It was because they kept their promises . . . and not just any promises, but dangerously ambitious promises. In fact, these companies overpromised to lure customers in?and then overdelivered to keep them. Rick Barrera, a respected marketing consultant and business lecturer, has studied these word-of-mouth-driven successes and concluded that they are masters of what he calls TouchPoint Branding?the art of making sure that every point of contact between a company and its customers is well executed and fulfills an over-the-top brand promise. Barrera explains how TouchPoint Branding's three major components?Product TouchPoints, System TouchPoints, and Human TouchPoints?can create dramatic market differentiation. The companies featured in the book start with an extraordinary product (like the Hummer), supported by smoothly running systems (like the Sumerset Houseboats Web site), and add satisfying human contact (like the service at an American Girl store). It's an old clich in business that smart companies underpromise and overdeliver. But in today's crowded market, that's not enough. Barrera's insights and case studies can help any company overpromise . . . and still overdeliver.We have made it easy for you to find a PDF Ebooks without any digging. And by having access to our ebooks online or by storing it on your computer, you have convenient answers with Overpromise and Overdeliver. To get started finding Overpromise and Overdeliver, you are right to find our website which has a comprehensive collection of manuals listed.
Our library is the biggest of these that have literally hundreds of thousands of different products represented.

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Overpromise and Overdeliver

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