ONE: A Consumer Revolution for Business [Paperback]

Stefan Engeseth (Author)

Book Description

Publication Date: November 1, 2005

Companies now operate in an environment in which the consumer is more powerful than ever, and this manual for change demonstrates how managers and entrepreneurs can make this new-found consumer power work for them. Proposing to close the gap between what customers want and what companies promise, this argues that impersonal environments must change to foster interaction and that consumers must be allowed deeper insight into the process by which companies create goods and services for them. Why limit involvement to new product testing, the book asks, when the target demographic could be on the invite list for the next board meeting? Other tools, methods, and inspirations for listening to and understanding the customer are included, as well as examples of how other companies have managed to take advantage of the consumer revolution by using marketing innovations that once seemed radical. Forward-thinking executives and managers can benefit from this unique perspective on a key issue for companies who have not yet tapped the well of consumer power.

Editorial Reviews

Review

"Engeseth's always ahead of the curve. Marketers, indeed all business-people, risk being left behind if they don't get with ONE." -- Jack Yan, CEO, Jack Yan & Associates

"Everybody talks about being customer-oriented, but Engeseth's taken the concept to a much higher level. ONE's the ultimate consumer book." -- Al Ries, author of 'The 22 Immutable Laws of Marketing'

"In our brave new opt-in on-demand world, consumers possess ultimate control. Engeseth’s provocative book guides you smartly through this revolution." -- O. Burtch Drake, President-CEO, American Association of Advertising Agencies

"Thought-provoking and inspiring. When you read [ONE], you feel guilty that you aren't doing it yet yourself." -- Brand Republic, review by Stephen Chandler (03/20/04)

About the Author

Stefan Engeseth is a prominent marketing thinker and practitioner. He speaks regularly at high-profile conferences and seminars and has given more than 500 lectures to audiences ranging from international corporations to academic institutions in the United States, Europe, Asia, and the Middle East. He is the author of Detective Marketing.

Product Details

• Paperback: 224 pages
• Publisher: Cyan Communications (November 1, 2005)
• Language: English
• ISBN-10: 1904879365
• ISBN-13: 978-1904879367
• Product Dimensions: 9.1 x 6.1 x 0.9 inches
• Shipping Weight: 14.1 ounces
• Average Customer Review: 4.5 out of 5 stars  See all reviews (2 customer reviews)
• Amazon Best Sellers Rank: #3,662,238 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

1 of 1 people found the following review helpful:

4.0 out of 5 stars Thinking outside the box, December 29, 2007

By 

LJ (WebAnalysts.Info) "www.WebAnalysts.Info" (Stockholm, Sweden) - See all my reviews

This review is from: ONE: A Consumer Revolution for Business (Paperback)

Stefan isn't afraid of being different or presenting seemingly crazy ideas. He lets his mind roam free. This is his best book so far. If you want to think in new ways, pick up a copy. You'll get inspiration that hopefully will kickstart your creativity.

5.0 out of 5 stars Powerful Insight to Help Any Company and Brand, August 8, 2007

By 

Alan S. Gregerman (Washington, D.C., USA) - See all my reviews
(REAL NAME)   

This review is from: ONE: A Consumer Revolution for Business (Paperback)

In "One" Stefan Engeseth has done it again, bringing his unique perspective and insight to the challenge of building any brand by creating a stronger connection with customers. Following his great work in his first book "Detective Marketing," Stefan shows with clear and very engaging examples--from Sweden and around the world--how leading companies are bringing customers directly into their product and brand development efforts and gaining real competitive advantage.

In today's fast-paced global economy, where very dynamic niches and their real needs and wants often seem like a moving target or even a blur, Stefan provides a user-friendly framework for thinking about consumers--or any customers for that matter--and how to harness their energy and enthusiasm for creating the products and service that they will truly desire. He then shows how to bring them into the planning process in ways that really matter. The result is far fewer mis-steps and far greater success.

It is unfortunate that this book has not received wider attention in the U.S. as it offers some of the best thinking available today. Read it with open eyes and you will understand your market and its potential far better than any of your competitors.