San Antonio College Library

A practical guide that gives the cornerstone of a powerful and effective approach to selling. Learn to cultivate a trusting relationship and focus exclusively on creating value for the other person, and great results will follow automatically.

Customers are tuning out. They no longer listen to in-your-face messages. Marketing strategist Bob Gilbreath's new concept, Marketing with Meaning, represents the next evolutionary step in a progression following direct marketing and permission marketing. Rather than pushing a product or service, Marketing with Meaning woos customers by offering them something of value independent of purchase. Gilbreath describes success stories, including: Samsung's...

"The Outside-In Corporation unveils a commonsense program for developing accurate customer pictures and, through rigorous analysis and application, using those pictures to create compelling value propositions for current and potential customers. It shows you how to improve your strategy design, communicate that strategy better to others, and hone your ability to adapt when circumstances change."--Jacket.

"Fall in Love with the Problem, Not the Solution offers mentorship in a book from one of the world's most successful entrepreneurs, and empowers you to build a successful business by identifying your consumers' biggest problems and disrupting the inefficient markets that currently serve them"--

The authors present a powerful and tested approach that helps managers see a business's every action through the eyes of its customers. This approach is organized around the values that matter most to customers: Acceptability, Affordability, Accessibility and Awareness. Taken together, these attributes are called the "4A's." The 4A framework derives from a customer-value perspective based on the four distinct roles that customers play in the market:...

Customer service operations are expanding. Companies are adopting the latest online technologies as integral components of their customer service strategies. In these new and exciting online environments, customer service representatives must develop particular skills to create and maintain excellent service. This film provides an overview of the rise of online customer service, primarily focussing on three key modes of online customer service delivery:...

An assessment of the reasons for poor-quality call-center customer service. Evaluates such topics as endless pre-recorded menus, representatives who do not speak the same language as their customers, and the current efforts of consumer advocates.

"The Marketing Mavens is based on a four-year long research program that spanned twenty-five industries, identifying long-term winners and what they do differently. Put simply, Marketing Mavens place customers at the center of their business and make marketing everyone's job. Using a wide variety of intriguing, in-depth examples, from ESPN to the Mayo Clinic, Dr. Capon shows how the mavens create customers. How by placing the sports fan at the center...