It's The Customer, Stupid! Lessons Learned In A Lifetime of Marketing

Ralph Crosby, founder and CEO of one of the nation's leading marketing communications firms, explains his views on customer-centric marketing. He believes any organization's success starts and ends with the customer, not with its products or services. Using examples of marketing success and failure, Crosby shows how to achieve better business results through customer focus and satisfaction. More

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Words: 39,460
Language: English
ISBN: 9781452429533
About Ralph Crosby

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:

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.

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