Summary of The Next Economy

Will You Know Where Your Customers Are?

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The Next Economy book summary
The New Economy is over. What comes next?


8 Overall

9 Applicability

8 Innovation

8 Style


Elliott Ettenberg offers a wealth of new tools and strategies that you can apply to your business. His focus is on marketing, but not in any traditional sense. Instead, he analyzes how the technological advances of the 1990s have altered the competitive landscape and proposes an inventive and practical list of post-New Economy business practices. strongly recommends this book not only to marketing professionals, but also to anyone charged with developing business strategy.

In this summary, you will learn

  • How the technology-based economy of the 1990s changed business and why it ultimately failed;
  • How marketing has failed to keep up with changes in technology and business, and
  • A series of practical tools and strategies that you can use in creating and marketing your own products and services.


The Collapse of the New Economy
The New Economy failed because the companies that comprised it brought out many products and services that weren’t ready in the excitement of the moment. It was like the California Gold Rush of 1849, which quickly ended, leaving a small number of success...
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About the Author

Elliott Ettenberg is Chairman and Chief Executive Officer of Customer Strategies World Wide. He was formerly the chairman and CEO of Bozell Retail Worldwide. He speaks in North America, Europe and Asia on strategic marketing issues, and has been featured in The Wall Street Journal, USA Today, Advertising Age, CNNfn, and CNBC.

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