Robbie Kellman Baxter je průkopnicí v oblasti tzv. „ekonomiky členství“, jejíž hlavní myšlenkou je budování dlouhodobých vztahů se zákazníky. Díky svým rozsáhlým zkušenostem ve strategickém poradenství a marketingu pomáhá společnostem z různých odvětví, od softwaru po média a komunitní organizace, využívat předplatné a digitální komunity k prohloubení zákaznických vazeb. Je autorkou vlivné knihy, která se stala jedním z nejlepších marketingových titulů roku, a zároveň je známá tím, že vytvořila a popularizovala pojem „ekonomika členství“. Její práce se zaměřuje na udržitelný růst a hlubší propojení mezi firmami a jejich publikem.
In today’s business world, it takes more than a website to stay competitive. The smartest, most successful companies are using radically new membership models, subscription-based formats, and freemium pricing structures to grow their customer base―and explode their market valuation―in the most disruptive shift in business since the Industrial Revolution. This is The Membership Economy . Written by an expertconsultant, this groundbreaking book will show you how to turn ordinary customers into members for life. Learn how
More companies are recognizing the rewards of subscription-based products and services, making a significant shift in their business models. The Membership Economy is now a permanent fixture, and adapting to it is crucial for long-term competitiveness. Strategy consultant Robbie Kellman Baxter, with over a decade of experience, shares her insights in this guide. Regardless of your industry, Baxter offers the inspiration and tools necessary to develop a business model that outperforms competitors. You'll discover how industry leaders like Under Armour, Microsoft, and Netflix have cultivated a loyal subscriber base and maintained their engagement. The guide will help you navigate the entire process, from startup to product testing, scaling for growth, and fostering a culture that prioritizes customer lifetime value. Essential concepts such as subscription pricing, Software-as-a-Service, digital community engagement, and freemium strategies are covered to transform casual users into dedicated customers. With this knowledge, you can establish lasting relationships with customers and drive business success now and in the future.
