BOOK REVIEW: Learning Curve offers straight advice

If you judge a business book's value by how many Post-Its you use to mark pages worth re-reading, this book will rate very well.

If you judge a business book's value by how many Post-Its you use to mark pages worth re-reading, this book will rate very well.

Hellman and Burst, two seasoned marketing consultants, define the customer learning curve as "a continuum that ranges from customers knowing nothing about a product to being loyal, repeat users." They go on to explain the eight stages of the continuum, the tactics that will propel customers along it, and how to use the learning curve approach to determine which tactics will yield the highest ROI. The book is well-organized. Its tactical suggestions are backed by convincing real-world examples. The last chapter is an implementation guide, a topic many strategy books fail to address. The model is a systematic, easy-to-apply framework for assessing and improving your marketing performance. And while the book focuses on b-to-b, it will greatly help all marketers. ----- Title The Customer Learning Curve; Creating Profits from Marketing Chaos Author Karl Hellman and Ardis Burst Publisher South-Western College/West, 210 pages Reviewed by Bill Madway, President, Madway Business Marketing, LLC

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