Next Economy : Will You Know Where Your Customers Are?

By Elliott Ettenberg

Book Overview

Within the next decade, customers, who already hold the lion's share of economic decision-making power, will be in total control of what is sold, how, where and why. Today's buyer's market is just a... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0071379657
• ISBN13: 9780071379656
• Release Date: December 2001
• Publisher: McGraw-Hill Companies, The
• Length: 256 Pages
• Weight: 0.12 lbs.
• Dimensions: 1.0" x 6.1" x 9.1"

Customer Reviews

an amazing book for futuren economy!

This book clearly reveals the secret for the upcoming economy trend that most individuals and enterprises still cannot figure out. 4P concept is no longer effective for current global need. As China is entering the game, global economy is becoming chaotic and more unpredictable, only 4R concept (relationship, relevancy, retrenchment and rewards) can help those wise bueinss entities to survive or growth. In fact, most of the old concept oriented businesses will soon fade and go into history. I study I-Ching, the most treasurous ancient Chinese wisdom from 5000 years ago. If for me to adopt its concept, our economy is situated in the decending, downtrend, shrinking stage, same to our civilization, due to the worsening ethics, environment...etc. However, thing dies for the reborn, human being is heading towards this inevitable progress of life. All people should start early and behave right to survive in this global economy turbulance and Mr. Ettenberg's wisdom can be one of the good references!

Rather Chilling Economic Portrait of the Future

Ettenberg is not Orwell's equal when it comes to writing a classic dystopia, but that is not to blame Ettenberg.Ettenberg's idea is simple--the old ways that dominated much of the 20th century are outdated, the "new" economy ideas have vanished since 9/11, and what is to come is something different, a paradigm shift.The focus will transition from shareholders to customers (this is new? Hasn't a mantra been satisfying and keeping the customer?) In fact, forget the mass market, Ettenberg argues. Go for that one niche. Oh, and rich and poor in the U.S. will resemble the Third World. Guerrilla PR: Wired by Michael Levine also preaches how to reach consumers in the new age, but hardly portrays the darkness that Ettenberg preaches like a fundamentalist Baptist preacher full of fire and brimstone.I take comfort in the belief that no individual knows the future, including Ettenberg. While his work makes for a powerful read, I find the full implications of his words are chilling.

Highly Recommended!

Elliott Ettenberg offers a wealth of new tools and strategies that you can apply to your business. His focus is on marketing, but not in any traditional sense. Instead, he analyzes how the technological advances of the 1990s have altered the competitive landscape and proposes an inventive and practical list of post-New Economy business practices. We [...] strongly recommend this book not only to marketing professionals, but also to anyone charged with developing business strategy.

Best Marketing Book for Students

I am a student in Marketing at Queens, and I have never read a more comprehensible and insightful book then "The Next Economy". Ettenberg writes in a fashion different from every other business book that I have read. The book is great because it is not boring or repetitive. The author has something to say, and he says it clearly and in a concise manner. I recommend this book for anyone who wants to understand what the future has in store for marketing, and it is a must-have for all marketing students.