It’s The Customer, Stupid!
Crosby’s CEO Publishes New Book, “It’s The Customer, Stupid!,”
A Practical Guide To Customer-Centric Marketing
“This is a book that will help you succeed in business by listening to the customer and joining in on the conversation, rather than trying to bludgeon people into buying your product or service.”
Tony Mikes
Founder & Managing Director
Second Wind Agency Network
Ralph Crosby, founder and CEO of Crosby Marketing, has written a new book; It’s The Customer, Stupid! Lessons Learned in a Lifetime of Marketing. In it, Ralph says that any organization’s success starts and ends with the customer, not with its products or services. Using examples and stories of both marketing success and failure, It’s The Customer, Stupid! offers guidance on how to achieve better business results through customer focus and satisfaction.
The book explains how Ralph’s education as a marketer led to his understanding of the critical nature of the customer-centric approach, especially in today’s fast-paced marketing environment, which blends traditional media with new, online media.
He contends that if you are in business – for profit or nonprofit – you must focus on those whose satisfaction is key to the organization’s success, be they buyers, members, contributors, patients, clients, volunteers, subscribers, employees or suppliers.
The book recounts 35-plus years of lessons Ralph learned through hands-on experience as head of the agency and the personal teachings of such experts as the late Peter Drucker, known as “the father of modern management.”
Among the subjects covered in the book:
- Best practices in the customer-centric process.
- How to bond with your customer.
- Sending the right message to the customer.
- Avoiding the myths and mistakes of marketing.
- Customer engagement in the Internet age.
- New media + old media = The future of marketing.
Copies of the book can be purchased through PayPal. The price is $19.95 plus shipping and handling. Quantity discounts are available.
In concert with the book’s publication, Ralph has begun a blog on customer-centric marketing: www.its-the-customer-stupid.com.
