Make your best customers even better

• Autores: Eddie Yoon, Steve Carlotti, Dennis Moore
• Localización: Harvard business review, ISSN 0017-8012, Vol. 92, Nº 3, 2014, págs. 22-24
• Idioma: inglés
• Texto completo no disponible (Saber más ...)
• Resumen

  • The article considers marketing management. The role of superconsumers, consumers who both are heavy users of a brand name product and are highly committed to a particular product or brand, in marketing planning is examined. New product development and Internet marketing related to Velveeta brand cheese by Kraft Foods focused on such consumers which resulted in significant increases in sales is used as an example of how those consumers can be identified through marketing research and persuaded to purchase even more of a specific product. INSETS: FIVE MYTHS ABOUT SUPERCONSUMERS;One Retailer's Approach to Superconsumers.