Customer Reviews

The Customer Learning Curve: Creating Profits from Marketing Chaos

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Finally, a real-world model for evaluating the effectiveness/impact of every aspect of your marketing program. This very readable book demonstrates, with numerous proven examples, a marketing tool that finally enables marketers and everyone focused on profit to answer the age old question, 'Which part of my marketing programs are truly effective?'

By page 24, chapter 1, I learned to use a simple (math-a-phobics will love this book!) mathematical tool to evaluate every step of the marketing process, from building awareness to supporting the distribution channel, motivating the purchase, and creating post purchase satisfaction that will lead to re-purchase. The examples guided me through an evaluation of the most impactful ways to spend marketing dollars, and the whole process is done in a way that can easily be explained to upper management.

The "Customer Learning Curve" is a fantastic tool!

The beauty of the "Customer Learning Curve" is its pulling together the multiple pieces of the overall business growth puzzle necessary for systematically achieving market success. A very well done book!

- Kevin McClair, Financial Services Industry Veteran and Wharton MBA