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Ralph Crosby, Chairman and CEO of Crosby Marketing Communications, is the author of the new book, It’s the Customer Stupid! Lessons Learned in a Lifetime of Marketing. Wanting to earn money as a youngster, Crosby took jobs that early on taught him the value of customer loyalty. In his first adult career, as a journalist writing for daily newspapers and national magazines, he learned how to communicate with another type of customer – the reader. An earlier book he edited with commentary, Person-To-Person Management, helped lead him to a new career in marketing. It was then, through hands-on experience and the teachings of such experts as management guru, Peter Drucker, he learned that the end result of business – both for profit or nonprofit organizations – should not be viewed from an internal perspective but from the point of view of the customer.
In his latest book Crosby documents his education as a marketer and explains the critical nature of the customer-centric approach in today’s unique marketing environment. He also writes a blog: www.its-the-customer-stupid.com.
Today, Crosby Marketing Communications is one of the largest and most successful marketing communications companies in the mid-Atlantic area. The firm serves national and regional clients that are market leaders in various industries, and it is currently ranked #260 on Advertising Age’s list of the country’s 500 largest agencies. Crosby Marketing has offices in Annapolis, Md., and Washington, D.C.