04454cam a2200697Mi 4500 000226713 OCoLC 20220105164803.0 20180524072159.5 m d cr |n||||||||| 171220s2017 maua ob 001 0 eng d NEZPRACOVANÝ IMPORT 9781633692084 (electronic bk.) 1633692086 (electronic bk.) 9781633692077 1633692078 1798534 (N$T) (OCoLC)1032498943 (OCoLC)1036266482 HF5415.127 .Y66 2017 BUS 082000 bisacsh BUS 041000 bisacsh BUS 042000 bisacsh BUS 085000 bisacsh 658.8/343 23 Yoon, Eddie, author. Superconsumers : a simple, speedy, and sustainable path to superior growth / Eddie Yoon. Boston, Massachusetts : Harvard Business Review Press, [2016] 1 online resource (vi, 225 pages) : illustrations text txt rdacontent computer c rdamedia online resource cr rdacarrier Includes bibliographical references and index. Part I. An introduction to superconsumers : Making your best customers better -- Part II. How they did it : Simple, speedy strategies to win: Great Snacks -- Breaking the rules to win: Easy Grocery -- Using superconsumers to create new categories: American Girl -- Part III. How you can do it : Building relationships -- Influencing other customers -- Finding opportunities and aligning your organization -- Building a culture. Fanboys. Pork dorks. Tech nerds. These consumers have a lot in common: they care a lot about a specific brand, product, or market; they pursue their passions with fervor; and they spend a lot of money in the process. They're superconsumers. Superconsumers are everywhere, and they span categories, countries, and age groups. There are superconsumers of sneakers, bacon, cars, wine, and sports memorabilia. There are even superconsumers of white bread and white socks. Although these fanatics are relatively small in number--they make up only about 10% of consumers--they can drive between 30% and 70% of sales. Simply put, they are the key to fast, simple, and sustainable growth. Eddie Yoon, a strategy consultant with over 15 years of experience, takes us into the minds of superconsumers of all kinds of brands. He reveals what makes these fanatics tick and why they spend so much more than other consumers. And, most important, he teaches readers how to use readily available data to identify their own superconsumers and then use this newfound knowledge to transform ordinary consumers into more profitable superconsumers. Rich with data, research, and case studies, Superconsumers takes an in-depth look at a lovable, unique, and utterly fascinating group of people. It's a practical guide for readers interested in tapping into new revenue streams, boosting sales, and transforming their companies.--Publisher information. Print version record. Added to collection customer.56279.3 - Master record variable field(s) change: 072 Market segmentation. Consumer behavior. Consumer profiling. Consumers Attitudes. Fans (Persons) Attitudes. Verbraucherverhalten gnd BUSINESS & ECONOMICS / Industrial Management bisacsh BUSINESS & ECONOMICS / Management bisacsh BUSINESS & ECONOMICS / Management Science bisacsh BUSINESS & ECONOMICS / Organizational Behavior bisacsh elektronické knihy fd186907 czenas electronic books eczenas Print version: Yoon, Eddie. Superconsumers. Boston, Massachusetts : Harvard Business Review Press, [2016] 9781633692077 1633692078 (DLC) 2016028014 (OCoLC)945232432 EBSCOhost https://zdroje.vse.cz/login?url=https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=1798534 Plný text HBR EB NEPOSILAT EB 1036266482 MAIN YBP Library Services YANK 15045019 EBSCOhost EBSC 1798534 92 N$T