Optimize: How to Integrate Marketing and Product Development for Better Service Design

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9780749472269: Optimize: How to Integrate Marketing and Product Development for Better Service Design

"Service design" is the act of planning and organizing people, infrastructure, communication, and material components of a service/product in order to improve both quality and interaction between the provider and customer.  Its purpose is to make the product user-friendly and relevant to the consumer and to understand their behavior, needs, and motivations.

Optimize takes this process and applies a digital framework to it, by arguing that companies should build and utilize an online community that would allow the end user to help create the product, as well as allowing organizations reach consumers more easily and create precise marketing campaigns for their base.

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Product Description:

How do companies and organizations survive in the new digital economy? It is not enough to just say you are "good", as customers have the ability to learn everything about your company instantly. Your product has to live up to your message and the only way that can truly happen is by successfully integrating your marketing approach with your product/service development using digital techniques.

Optimize approaches this problem from two angles. First, that of developing and using your customer community to come up with a product that is truly desirable and second, creating a digital platform that is integrated into the product to keep your customers engaged and add value.

Book Description:

Integrate your marketing and product/service development using digital techniques to succeed in the modern world

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