The Stranger's Long Neck
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The Stranger's Long Neck

How to Deliver What Your Customers Really Want Online

Gerry McGovern

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  1. 224 pages
  2. English
  3. PDF
  4. Only available on web
eBook - PDF
No longer available |Learn more

The Stranger's Long Neck

How to Deliver What Your Customers Really Want Online

Gerry McGovern

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Table of contents
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About This Book

The Stranger's Long Neck is a practical guide for any manager wishing to improve their organisation's online performance. Web content specialist, Gerry McGovern, explains that all websites have a small set of tasks, or 'long necks', that are important to its customers and that must be easy to complete or customers will go elsewhere. The Stranger's Long Neck shows how to tune in effectively to what your customers want - and then deliver it with aplomb.

Understanding customer needs can be a difficult task when customers are 'strangers', in that he or she is always 'on the outside', particularly so in an online environment. Using case studies including Tetra Pak, Microsoft and the NHS, and illustrated with web shots throughout, The Stranger's Long Neck shows organisations are able to use the 'long neck' theory to create and manage efficient and user-friendly websites.

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Information

Publisher
A&C Black Business Information and Development
Year
2010
ISBN
9781408114438
Edition
1
Topic
Computer Science
Subtopic
Web Development
Index
Computer Science

Table of contents