Consumer Evolution: Nine Effective Strategies for Driving Business Growth by Charles Grantham, Judith A. Carr

From the Publisher

Consumer Evolution explores the effects of the Internet on the minds of customers and of employees and how it effectively changed the rules of business. It provides business executives with an understanding of the changing social psychology of customers, prospects, employees and markets brought about by the pervasiveness of the Internet. Consumer Evolution examines the new psychology that must be factored into the development of successful business strategies. Using specific examples and case studies, Consumer Evolution offers nine effective business strategies that take these psychological changes into account. It presents vital insight into the constantly changing buying patterns of consumers and lays the foundation for a competitive strategy in an environment in which customer relationship management has become a driving business force. Managers will find expert advice for developing branding and advertising programs that connect them more closely to their customers while also discovering fresh business strategies for maintaining market position, exploiting the business cycle, competing globally, and defining customer need.

What People Are Saying

Dylan Tweney
Consumer Evolution is a lucid, insightful guide to the massive economic and cultural changes that are reshaping business in the twenty-first century. Grantham and Carr sketch the big picture and its practical implications with equal ease. The result is a remarkably accessible, well-organized, and practical guide to business in the post-dot.com, post-9/11 age.
—Business 2.0, columnist and author

Rogow
Now that the hype has abated, we can begin to work on those critical elements that must be added to or modified in our management strategies. While global in reach, the internet is a personal thing. Consumer Evolution looks at how these personal aspects must be considered in our strategies and practices.
—Fellow, Differentis Consulting, London, UK

Steven Flannes
Drs. Grantham and Carr remind us of a crucial truth: the Internet and the global economy operate best only when business leaders remember that today’s customers and employees demand meaningful responsiveness and personal connectedness in business relationships.

Grantham and Carr have their fingers on the pulse of what makes today’s businesses work: the sophisticated interplay of technology and the human needs of employees and customers.
—Psychologist, coauthor of People Skills for Project Managers

Deems Davis
Grantham and Carr do an excellent job of linking the changed psychology of the marketplace to new strategies which businesses must implement. A must-read for any executive who is trying to think outside the box, and draw outside the lines. CIO’s will find this especially helpful as they integrate their systems with others in marketing, human resources, and finance.
—CIO, Combined Specialty Group, AON Insurance

Gerald de Kerchove
Finally a book on ‘strategy’ that is not telling us to be revolutionaries to survive in the ‘new’ economy. Instead, Grantham and Carr recognize the importance of economic, business, and cultural cycles and show us the importance of understanding where we are in each of those cycles with different frequencies. Business success belongs to those organizations positioning themselves with the strategies best aligned with each of those cycles.

Successful strategies start with the right people having appropriate knowledge, supported by focused processes, employing appropriate technologies, designing performance-supporting structures. Grantham and Carr focus on people and their interaction with processes, technology, and structure.

This is a refreshing book striking a delicate balance between scholarly analysis and eminently practical advice. A must-read by business leaders, particularly those tired of the hype accompanying the ‘new’ economy and the ‘dot.com’ bust.
—PdK Consulting, former CFO, Fair, Isaac and Co.

Product Details

• Table of Contents

Table of Contents