Customer Acquisition Strategies

Customers are the lifeblood of any modern company but how do you go aboutcapturing their business? Robert Lerner reaches back in time to the customeracquisition strategies of four of the most successful entrepreneurs of ancient Rome:•Eurysaces built an extensive bread making enterprise in the last few decades before the birth of Christ.•Eumachia played a significant role in ancient Pompeii’s woolen trade.•Scaurus controlled nearly 30% of the Pompeian fish sauce market using innovative techniques to communicate the quality of his products to potential customers.•Atticus’ successful banking activities, spanning decades of turmoil, uniquely demonstrate the importance of establishing strong client relationships.Based upon the marketing and promotional techniques of these four anciententrepreneurs, this book provides powerful lessons in customer acquisition thatsurvive the passage of time and apply across today’s broad spectrum of digitalcommunication techniques. 3