000			02845nam a22003617a 4500
001			19147016
003			OSt
005			20170630113810.0
008			170630b xxu||||| |||| 00| 0 eng d
010			_a 2016028014
020			_a9781633692077 _q(hardcover)
040			_aMH/DLC _beng _cMH _erda _dIIMU
042			_apcc
082	0	0	_a658.8343 _223
100	1		_aYoon, Eddie, _eauthor.
245	1	0	_aSuperconsumers : _ba simple, speedy, and sustainable path to superior growth / _cEddie Yoon.
263			_a1612
264		1	_aNew Delhi : _aBoston, Massachusetts ; _bHarvard Business Review Press, _c[2016]
300			_avi, 225 p. ; _c23 cm.
336			_atext _2rdacontent
337			_aunmediated _2rdamedia
338			_avolume _2rdacarrier
504			_aIncludes bibliographical references and index.
505	0		_aPart 1. An introduction to superconsumers: Making your best customers better -- Part 2. How they did it: TK (Kraft) -- TK (Easy Grocery) -- TK (American Girl) -- Part 3. How you can do it: Building relationships -- Influencing other customers -- Using data and aligning your organization -- Building a culture.
520			_aFanboys. 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.-- _cProvided by publisher
650		0	_aMarket segmentation.
650		0	_aConsumer behavior.
650		0	_aConsumer profiling.
650		0	_aConsumers _xAttitudes.
650		0	_aFans (Persons) _xAttitudes.
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
942			_2ddc _cM
999			_c11876 _d11876