The customer learning curve : creating profits from marketing chaos / Karl Hellman and Ardis Burst.

Foreword / Frank V. Cespedes -- Ch. 1. Marketing Chaos, and What to Do About It -- Ch. 2. Who Needs What Your Company Sells? -- Ch. 3. Who Is Aware of Your Offering and Its Benefits? -- Ch. 4. Who Can Access Your Product or Service? -- Ch. 5. Are Your Customers Motivated? -- Ch. 6. What Influences Purchase? Pricing and Selling Your Product or Service -- Ch. 7. Who Learns How to Use Your Product or Service? -- Ch. 8. Do Your Customers Experience Value? -- Ch. 9. Are You Creating Loyal Users? -- Ch. 10. How to Create Profits from Marketing Chaos.

"The Customer Learning Curve examines every aspect of selling a product or service from the customer's point of view. It enables you to take an integrated, customer-centered approach and help move the customer through the learning curve more effectively. You will also move through a learning curve that will improve your understanding of customers and how well you've reached them." "The Customer Learning Curve offers a perspective that you can put into practice immediately, and it provides new ideas and approaches that will help you build your business well into the future. The Customer Learning Curve will help you cope with too many choices, deal effectively with disruption, make midcourse corrections, assess the progress of a new product or service, and assist top management in making good choices."--BOOK JACKET.