- Hardcover: 256 pages
- Publisher: Crown Business; 1 edition (Jun 19 2001)
- Language: English
- ISBN-10: 0609608657
- ISBN-13: 978-0609608654
- Product Dimensions: 23.1 x 15 x 3 cm
- Shipping Weight: 454 g
- Average Customer Review: 5.0 out of 5 stars See all reviews (7 customer reviews)
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Product Description
From Amazon.co.uk
Customers Rule!, by Roger Blackwell and Kristina Stephan, is a back-to-earth management guide for the 21st century that emphasises traditional business strategies incorporated with--but never overshadowed by--the Internet. Blackwell, an Ohio State University marketing professor, and Stephan, vice president of a consulting firm that bears her coauthor's name, note that even after the dot-com shake-out many firms still place too much emphasis on the "e" side of e-commerce and give short shrift to basics that connect them with consumers and suppliers. Dissecting companies that failed because of this (like Boo.com, the erstwhile sportswear e-tailer), along with those appearing to prosper by recognising it, the authors emphasise that "business fundamentals, such as adding value for customers, establishing vendor relationships, controlling costs and conserving cash" remain the key to success. They discuss specifics that combine Old and New Economy ideas in original ways, such as using omnipresent bricks-and-mortar establishments such as Kinko's for third-party distribution of online orders. No matter the business, the authors contend, the optimal result is a "blended strategy" that enhances customer and supply-chain relationships, decreases inventory and expenses, increases efficiencies and reaches new customers. Their book proposes concrete methods for combining time-honoured tactics with today's technology to do just that. --Howard Rothman
From Publishers Weekly
Despite some outdated conclusions, Ohio State University marketing professor Blackwell and Stephan, a vice-president of Blackwell's consulting firm, convincingly assert that e-commerce represents an evolutionary step, not the death of traditional retail. Retailers must incorporate the Web's best with other good business practices. The last chapter outlines strategies to make one's company appear everywhere that consumers seek retail products--the secret, they argue, to future retailing success.
Copyright 2001 Cahners Business Information, Inc.
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Most helpful customer reviews
5.0 out of 5 stars
It seems so obvious in retrospect,
By Michael G (San Francisco, CA United States) - See all my reviews
This review is from: Customers Rule!: Why the E-Commerce Honeymoon Is Over & Where Winning Businesses Go from Here (Hardcover)
Blackwell and Stephan apply their considerable experience in buying behavior to the reality of the last several years and find most e-commerce endeavors wanting. Their message is simple: focus on providing a smooth, trouble free experience end to end and you will be far ahead of the pack. Sounds simple, and it isn't. Implementing this concept takes serious capital and serious experience.This book is a good read for B2C companies online and offline. Its treatment of B2B is thin, and not really worth digging out. It already feels a bit dated, but it is still an absolute "must read" for retailers.
5.0 out of 5 stars
Tells why the e-commerce business thrill is over,
By Midwest Book Review (Oregon, WI USA) - See all my reviews
This review is from: Customers Rule!: Why the E-Commerce Honeymoon Is Over & Where Winning Businesses Go from Here (Hardcover)
Roger Blackwell's Customers Rule! tells why the e-commerce business thrill is over, and how adaptable business structures may take advantage of these changes in customer buying habits. The Internet has proven to be not a revolutionary retail changer but an adjunct to traditional retail marketing approaches, and this explains how companies may profit from changes, using case history analyses to pinpoint blended strategies which work.
5.0 out of 5 stars
Customers ( continue to ) Rule!,
By
This review is from: Customers Rule!: Why the E-Commerce Honeymoon Is Over & Where Winning Businesses Go from Here (Hardcover)
The title, though provocative and tantalizing, is accurate.Authors Blackwell and Stephan are unabashed celebrities of the art and science of consumer behavior. It is no surprise whatsoever that the arguments and conclusions in the book are academically sound, intuitively resonant and empirically valid. It is no coincidence, either, that the style is personal, engaging and authoritative without being authoritarian. The resarch shows; practical current examples are used to cut through media hype and Wall Street analysts' obsession with trendy, flashy technology. Jump on the train, they say: the next e-business train leaving the station- all of them will take you to profits and increased market caps. WRONG! The book asks the difficult questions: Does the e-business integrate with the bricks and mortar reality of creating value for the customer? Does it make for a delightful experience? Does it make the customer want to keep coming back again and again? All this is necessary, but not sufficient. Does your e-business strategy create profit? Can this profit stream be sustained? Does it complement your current channels of supply chain management and does it lead you towards trhe new world of demand chain management? Does your strategy differentiate you from your competition? Can you sustain your advantage? The authors are technology savvy, but not mesmerized by it. The book offers insights into what strategies will work and which ones will fail and why. I recommend this book to MBA students everywhere. It is a survival handbook. Business persons will find the book practical and relevant.It will save them a lot of grief. The authors have their feet planted firmly in reality. They remind us: " e-business is no substitute for knowing what works in business and why." I learnt from this book and am giving copies to my colleague business profesors.
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