Trade Ed. Random House Audio 2012
DD ISBN 9780449009918 $20.00
Library Ed. Books on Tape 2012
DD ISBN 9780449009925 $76.00
The principal author has been at the forefront of marketing analytics, which uses consumer behavior patterns to design more effective customer recruitment and retention strategies. In this carefully written guide, he argues that businesses of all sizes ignore available consumer data that could help them fine-tune their product offerings, advertising, and loyalty programs. It's an intellectually impressive book but also immensely accessible because it's anchored in down-to-earth stories about how well-known organizations get ahead by analyzing what customers view, explore, and buy. Narrator Steve Kramer captures the author's can-do attitude with his infectious energy and rock-steady phrasing. His performance combines the assuredness of the many elder wise men he's voiced over the years with the relaxing appeal of an irresistible sales executive. T.W. © AudioFile 2013, Portland, Maine [Published: FEBRUARY 2013]
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