"Eye-opening and thought-provoking . . . shows how to navigate the rubble with our sanity intact."--David F. D'Alessandro, bestselling author of Brand Warfare

Marketing guru Elliott Ettenberg explores an emerging business trend. As baby boomers retire, history's biggest spenders will dramatically cut back, forcing retailers to fight harder in dwindling markets. To survive this power shift, The Next Economy provides strategies companies can use to prepare themselves for success in the years ahead--giving them new and exciting ways to triumph in an ever-changing market.

Amazon.com Review
Senior marketing executive Elliott Ettenberg argues that traditional marketing techniques are outdated relics from the far-off Old Economy and in this post-9/11 world, we've already left the New Economy behind. So with reaching its public still vital to any business's survival, what's a 21st-century company to do? In The Next Economy, Ettenberg sees the economy changing to one "that will be characterized by a huge withdrawal of customer spending, a polarization of North American demand, an exponential increase in demands for service and a consequent shift in business priorities from satisfying shareholders to delighting customers." To meet this new economic environment, Ettenberg proposes a four-pronged strategy that includes a commitment to "segment and target customers in terms of their values, associations and loyalties;" focus on the "fewer but better customers;" substitute the old four Ps of marketing, product, place, price, and promotion, with the four new Rs, relationships, retrenchment, relevancy, and reward; and develop innovative comarketing arrangements that help expand opportunities and lower costs. With his solid grasp of the past and credible vision for the future, Ettenberg lays out a thought-provoking vision of the 21st-century marketplace that any business executive would do well to consider. --Howard Rothman