Product Description
by Bo Manning (Author), Chris Thorne (Author)
This proven, six-step process for creating and capturing demand in today's networked economy explains how organizations can create an ecosystem of demand by using technology to partner with suppliers, customers, resellers, and competitors.
Back Jacket
Demand Building Strategies Proven to Increase Market Share for Any Company
Indirect customers are everywhere today--"everywhere--"and you must use every possible tool to find and convert them. "Demand Driven "reveals how progressive companies are working with vendors, suppliers, and other partners to uncover and build new customer networks. It outlines a market-proven process for using breakthrough technologies to manage demand chains, leveraging partners and their capabilities so that your customers can move freely within multiple marketing channels and organizations.
Let this groundbreaking book show you how your organization can: Tap into indirect demand through integration of information technologies, the Web, and business partners Combine customized marketing to individuals with your firm's existing mass marketing programs Focus on simultaneously meeting both direct "and "indirect demand
"Demand Driven "answers an age-old question--Where can I find new customers?--with dramatic new insights and techniques. Complete with case studies and examples of demand chain management at work in a variety of industries around the world, it provides a step-by-step template for building an "ecosystem of demand" throughout your organization's chain of partners--then driving demand for your products and services throughout that entire ecosystem.Suppliers from The North Face to Coca-Cola partner with mega-resort giant Intrawest, creating new demand for their products and customer loyalty for Intrawest MBNA Bank (Riecheld) acquires new credit card customers by partnering with associations, alumni organizations, and other affinity groups IBM transforms itself into IBM Global Services--andtaps into millions of hidden, indirect customers
Companies today have no idea how much indirect demand exists for their products and services--often because they don't know how or where to look for it. "Demand Driven "shows you how today's marketing leaders work with suppliers, customers, and other partners to create ecosystems of demand, and uncover and capture indirect demand "ahead "of their competitors.
Unveiling a proven process for creating and capturing demand in today's globally networked economy, and dramatically increasing revenue and market share in the process, this hands-on book details how manufacturers and marketers can: Use technology to find and service customers wherever and whenever possible--and slash CRM costs Leverage ecosystem partners to create new customer applications for "each" partner in the chain Synchronize your demand ecosystem with your supply chain to avoid costly overstock and unusable inventory
In today's partnership-oriented business environment, lone wolves can't and won't survive. "Demand Driven "explains how to utilize ongoing improvements in technology to more efficiently access indirect demand through existing network partners. It reveals new avenues for influencing customer buying decisions, techniques for finding and adopting the "disruptive" technologies that drive change and growth, strategies to align new technologies with your existing ecosystem, and more.
Despite the many changes in today's marketplace, business "still "requires that you regularly uncover new paying customers. Let "Demand Driven "show you ways to profit from the indirect customers you know are out there, by forming strategic partnerships designed to bring thoseindirect customers to your showroom and turn them into the long-term, profitable, and "direct "customers that will increase both your market share and profitability.
