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Title: Marketing for People Not in Marketing: How Everyone Can Build Customer Relationships by Rick Crandall, Monika Chovanec ISBN: 0-9644294-8-9 Publisher: Select Pr Pub. Date: November, 1997 Format: Paperback Volumes: 1 List Price(USD): $14.95

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Average Customer Rating: 5 (1 review)

Rating: 5
Summary: A Great Guide For Building Better Business Relationships!
Comment:      Many businesses have gone online to market their products and services. They have invested heavily in the design and creation of their Websites, they have registered them with the major search engines (hopefully), and have used traditional marketing means to draw potential clients as well. One factor often overlooked however is the need to form strong customer relationships that can build a loyalty base and generate plenty of repeat business. Unfortunately, not every business person or company employee considers themselves as real marketing people.      Rick Crandall has edited Marketing for People Not in Marketing to encourage businesses to develop and strengthen their client-business relation strategies to improve their chances of becoming successful in today's economy. Crandall and a number of other seasoned business leaders offer an insightful look into the art and science of developing effective customer relationships. They offer realistic solutions backed by actual examples of companies that have either achieved business success or failure it when it came to the opportunity of making or losing a sale or providing a service. The actual accounts provided in the book make their points clear. They name names and real life situations any company or person can face! Here is one story too good to withhold from this review:  "Some of the most successful businesses are noted for their innovations which benefit customers. An example is LensCrafters' service approach. When LensCrafters was started, the founders asked consumers what their biggest complaints were about the process of obtaining eyeglasses. The answer was time: Several trips to the doctor were required, followed by weeks of delay in obtaining new eyeglasses.   The founders concluded that a great marketing strategy would be to provide new glasses in an hour or less. Once they had the idea, they worked on finding a way to do it. Their solution was to move the laboratory into the location where the eyeglasses were sold. Their innovation had an unbelievable marketing impact on their business."      The book is divided into a number of chapters dealing with various marketing concerns including effective marketing methods, maximizing effectiveness, focusing on customers, networking, offering services, and employee incentives. Helpful marketing tips, quotes, checklists, and advice are provided throughout the book to drive points home. The book also provides additional resources for further reading and benefit.      The authors contribute a wealth of knowledge and wisdom from within their given areas of expertise. Collectively they provide an over all effective approach to establishing good relationships that will improve the likelihood of any business becoming successful. Will yours be one of them? This easy to read book is a highly recommended marketing tool. Put it to use!