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The 24-Hour Customer: New Rules for Winning in a Time-Starved, Always-Connected Economy Hardcover – August 10, 2010
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From Publishers Weekly
Remember the old adage "time is money"? It's outdated, argues Ott, a consultancy firm CEO; time is now much more important than money to consumers. It is also a consistently overlooked and misunderstood factor driving buying decisions, and companies that build their products or services around the customer's willingness to invest precious time and attention are gaining competitive traction in markets where their competitors, who approach the new dynamic by simply getting more strident in their marketing, are increasingly slipping. Ott offers specific advice and "Two Minute Takeaways" at the conclusion of each chapter to address the all-important "Time-Value Tradeoff." She illustrates her points with case studies of companies that have gotten it right, such as Symantec, Netflix, Amazon, and FreshDirect. Ott's accessible tone and systematic strategies will be an eye-opener for companies wishing to drive through the constant marketing chatter and reach their increasingly harried customers.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
From Library Journal
Marketing is often defined with the four Ps: product, promotion, place, and pricing. Ott (CEO & founder, Exponential Edge, Inc.) is revolutionizing marketing by adding the concept of time. Dimensions of time, especially its alternative uses, are major factors in consumers' decisions. She here shows business professionals how to integrate the different components of time in consumers' lifestyles into marketing strategies, especially to gain competitive advantage, build brand loyalty, and offer successful brand extensions. Ott respects readers' time by offering "Two-Minute Takeaways," or chapter summaries, and by including several sidebars in gray-shaded boxes that contain tables and charts illuminating important points. She presents many company case studies, discussing the ways Fresh Direct and Symantec gained success by recognizing the importance of time. VERDICT Ott's eye-opening arguments will appeal to business readers who want their companies to remain viable in ever-changing and evolving marketplaces. Perhaps the only business constant is that consumers have time preferences. Recommended. -Caroline Geck, Newark Public Schs., NJ Copyright 2010 Reed Business Information.
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Top customer reviews
Adrian Ott, Silicon Valley's most sought-after and well respected strategist, has carefully examined the value of time in our customer's eye and offers her readers tools such as Time-Value Tradeoffs that can help companies to identify revenue opportunities and connect with customers better. Her book includes in-depth research from some of the most influential consumer and high-technology products and services in the world. Her incredibly detailed findings show us that time has become increasingly more valuable to customers and as a result, has shifted the way consumers continue to make decisions.
This is a must-have book for any executive, consultant, business owner or marketer who who need to remain relevant to customers in today's fast-changing marketplaces. It's clear from reading this book that it's not a luxury to simply think about time as one of the core values of our customers. Instead, we as marketers will need to shift how we develop our products and services based on how our consumers value time in their incredibly busy individual lives.
Market This!: An Effective 90-Day Marketing Tool
"The 24-Hour Customer" not only provides a useful framework for understanding the time-value aspect of our customer relationships, but because it is essential to every aspect of customer engagement, the framework is important to most aspects of marketing today, including innovation. Thanks Adrian! Your experience and tremendous research and insight will have a positive impact on my business and the business of my clients.
A few of the key take-aways are:
- Methods to differentiate on customer time priorities by viewing customers through their situation, not just their tastes (could this be a key to Apple's success?)
- The "Time-ographics Framework" as a method for organizing thought and process for better results, faster
- Applying time-based segmentation to your offering can dramatically increase your marketing (and corporate) success
Most business people need to be conscious of the time spent on research and education - so need to be choosy about books purchased and the time to read them. Even if you have been applying these strategies for years - this book will help you take them to a higher level, definitely worth the time to read it.
Executives, innovators, marketers, small businesses, and consultants will find the frameworks useful and practical. This book is for those who want big ideas to identify wide-open market opportunities and leave their competition behind.
I consider this book a "Blue Ocean Strategy" for reaching today's time-pressed, always-connected customer.
Most recent customer reviews
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