The membership economy : find your super users, master the forever transaction, and build recurring revenue /

Whether youre a small business with limited resources; an established company using a traditional business model; or a hungry start-up who wants a bigger bang for your buck; this comprehensive guide provides a wealth of membership-building options to suit every need. --

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Baxter, Robbie Kellman
Formato: Electrónico eBook
Idioma:Inglés
Publicado: New York : McGraw-Hill, [2015]
Temas:
Customer clubs.
Marketing.
Customer relations.
Marketing
Clubs de gros (Marketing)
marketing.
Customer clubs
Customer relations
Acceso en línea:Texto completo (Requiere registro previo con correo institucional)
Tabla de Contenidos:
  • Cover
  • Title Page
  • Copyright Page
  • Contents
  • Foreword
  • Acknowledgments
  • Introduction
  • SECTION I What You Need to Know About the Membership Economy
  • 1 How the Membership Economy Fits into the Bigger Picture
  • 2 Why the Membership Economy Matters
  • 3 The Many Faces of the Membership Economy
  • SECTION II Membership Economy Strategies and Tactics
  • 4 Build the Right Organization
  • 5 Build an Effective Acquisition Funnel from the Bottom Up
  • 6 Onboard Members for Success and Superusers
  • 7 Start Simple with Pricing, but Leave Room for Flexibility
  • 8 Incorporate "Free" as a Tactic, Not a Strategy
  • 9 Use the Right Technology and Track the Right Data
  • 10 How to Retain Members (and When to Let Them Go)
  • SECTION III Membership Organizations Come in All Shapes and Sizes
  • 11 What You Can Learn from Online Subscriptions
  • 12 What You Can Learn from Online Community Models
  • 13 What You Can Learn from Loyalty Programs
  • 14 What You Can Learn from Traditional Membership Economy Companies
  • 15 What You Can Learn from Small Businesses and Consultancies
  • 16 What You Can Learn from Nonprofits, Professional Societies, and Trade Associations
  • SECTION IV The Membership Economy and Transformation
  • 17 From Idea to Start-Up
  • 18 From Start-Up to Mature Organization
  • 19 From Offline to Online
  • 20 From Ownership to Access
  • 21 From Business as Usual to Competitive Disruption
  • Conclusion: How You Can Start Transitioning Today
  • Glossary
  • Notes
  • Index

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