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It Takes Two to Tango

It Takes Two to Tango

          
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About the Book

ȜThe customer is not your spouse; she is your boss!ȝ

A masterclass on building vibrant relationships in the market by dancing with the customer!

We have for too long measured customer impact in terms of demographics and market share. We now need to focus deeper into the impact we make in the lives of individual customers. This calls for a more intimate knowledge of our customer.

There is no marketing or research agency that can deliver this knowledge to us, as experts focus too much on the numbers game, abstract averages and generic types. We need to directly enter into a conversation with our customers, to learn from them more about themselves, so we can make that value offering they want and need. Or better still invite them to design what they want! We need to do the tango with our customer!

Each chapter presents a step-by-step guide to implement the recommended changes in mindset, strategy and business practice so we call fall into rhythm with our customers. Replete with interesting business examples and practical insight, It Takes Two to Tango will prove invaluable to all marketers who want to build business on the most important revenue source in the world ȓ sales income!

  • It Takes Two to Tango builds a case for how we have emerged into a customer dominated, shape-shifting world. Building customer connect needs to be seen as investing into our customers as the most valuable asset of an enterprise.
  • It Takes Two to Tango shows how the route to building customer equity is only through delighting our customers with outstanding customer experience.
  • It Takes Two to Tango is about how we need to, and can, master the management of innovation.
  • It Takes Two to Tango talks about building the organisation as an organic ecosystem in which key members of the team are empowered to fulfil the entrepreneurial task of leading the tango with customers.
  • It Takes Two to Tango amends the famous Ogilvy quote to make it more relevant today: ȜThe customer is not your spouse; she is your boss!ȝ
  • About the Author

    Gaurav Marya is the closest to a born entrepreneur. He started his first enterprise when still a teenager. It was a career counselling company and he was then a student in an engineering college. Over the years he has started and sold more than a dozen more. His career as a business consultant started when he was 25 years old. Over the years, Gaurav has provided consulting and advisory services to over twenty five thousand budding entrepreneurs with a focus on helping them select and meet the challenges of start-up businesses. He has been consulted by over 500 large and small corporations in making informed decisions about their business growth, including Gitanjali Group, Emami, Videocon, Landmark Group, Tata Steel, Unilever India, Levi’s, 3M, HP, ITC, TVS and Mahindra Retail. He has assisted more than 50 international companies enter the Indian market. Gaurav considers his greatest achievements to be his sustained engagement with small and medium enterprises that have grown into big entities. He derives immense satisfaction from being a part of hundreds of success stories. It is in the spirit of sharing his thoughts that he has authored two bestselling titles on subjects dear to his heart and central to his business: Take Charge! Building an Entrepreneur Mindset and Franchising: The Science of Reproducing Success. This is his third book.


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    Product Details
    • ISBN-13: 9788192339733
    • Publisher: Entrepreneur India Books
    • Binding: Paperback
    • Language: English
    • Weight: 0 gr
    • ISBN-10: 8192339734
    • Publisher Date: 2013
    • Height: 14 mm
    • No of Pages: 200
    • Width: 208 mm

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