Rule #1: The best measure of success for your business is current sales
and profit.
Rule # 2: With the right sales and marketing effort, you can always get
more customers.
Rule # 3: Company value is created by offering differentiated products
and services.
These three golden rules for running a successful business may look no
more dangerous than ordinary common sense, but in truth they're deadly.
With customers sharing their experiences electronically with millions of
other customers, the technology of business has changed so radically
that the old accepted wisdoms just don't work any more. In Rules to
Break and Laws to Follow, marketing gurus Don Peppers and Martha Rogers
challenge you to break the rules and propose a whole new way of thinking
about how to create real shareholder value in today's competitive
environment, operating with today's technologies.
In this revolutionary guidebook, you'll discover the do's and don'ts
that every company should follow in order to be successful and retain
good customers. The audiobook also presents the 12 Laws to
Follow--guidelines to ensure that your business can surmount the Crisis
of Short-Termism smothering so many businesses today. Throughout,
Peppers and Rogers propose various proven tactics and strategies to help
you earn and keep the trust of your customers.
