By Stuart Ewen
Captains of Consciousness deals a historic examine the origins of the ads and purchaser society on the flip of the 20th century. For this new version Stuart Ewen, considered one of our top-rated interpreters of pop culture, has written a brand new preface that considers the ongoing effect of ads and commercialism in modern lifestyles. no longer proscribing his critique strictly to shoppers and the ads tradition that serves them, he presents a desirable heritage of the ways that enterprise has sophisticated its look for new shoppers via ingratiating itself into Americans’ daily lives. A well timed and still-fascinating critique of existence in a shopper tradition.
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Extra info for Captains of Consciousness: Advertising and the Social Roots of the Consumer Culture (25th Anniversary Edition)
An R&D director of a high-technology manufacturing company complained bitterly to me, in a new product review meeting, that in spite of the company’s massive spend on developing and launching a new electronic measurement instrument, the unreasonable, complaining customer was causing problems by turning the product down, because the on/off rocker switch on this marvel of hightechnology was located at the back of the cabinet – not on the front where the operator could reach it without standing-up from his/her seat at the workbench.
In fact, when you get to the rental office – the cars are not wrecks, certainly they are not brand-new and they may have a few scrapes, but they are fine. So you end up with a much better car than you expected and a low price. Most people seem quite pleased with this. Ultimately, customer service and quality should be consistent with all the other aspects of the total offering that we make to the customer. The customer conundrum 39 REALITY CHECK GARDENING TIME One of the most successful and dynamic businesses I have worked with in the past few years is a family-owned wholesale nursery supplier, whose core business is supplying independent gardening shops and centres with plants and seedlings.
This capability and culture is supremely appropriate to delivering the company’s market strategy – even though it would be a huge barrier to implementing a different strategy. The conclusion to which I am drawing is that we should think in terms of appropriate service and quality strategies, that match the most important needs of our target customers but also our ability to deliver. 2. Before we jump to easy conclusions about what works and what does not, why not see what the distribution and spread of competition is – is high customer satisfaction achieved through service and quality or other issues, is low customer satisfaction associated with high or low service provision, or is there no clear relationship?