{"product_id":"the-strangers-long-neck-gerry-mcgovern-9781408114421","title":"The Stranger's Long Neck: How to Deliver What Your Customers Really Want Online","description":"\u003ci\u003eThe Stranger's Long Neck\u003c\/i\u003e 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. \u003ci\u003eThe Stranger's Long Neck\u003c\/i\u003e shows how to tune in effectively to what your customers want - and then deliver it with aplomb.\u003cbr\u003e\u003cbr\u003eUnderstanding 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, \u003ci\u003eThe Stranger's Long Neck\u003c\/i\u003e shows how organisations can use the 'long neck' theory to create and manage efficient and user-friendly websites.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Gerry McGovern\u003cbr\u003e\u003cb\u003eISBN-10:\u003c\/b\u003e 1408114429\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9781408114421\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Continnuum-3PL\u003cbr\u003e\u003cb\u003eLanguage:\u003c\/b\u003e English\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 07\/15\/2010\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 224\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e Paperback\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 0.85lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 9.10h x 6.60w x 0.60d","brand":"Gerry McGovern","offers":[{"title":"Paperback","offer_id":43986064703743,"sku":"9781408114421","price":24.95,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0662\/2982\/9887\/files\/img_ce0e94b3-f71e-47db-8719-d400a2bab464.jpg?v=1683281144","url":"https:\/\/www.whiterainbookhouse.com\/products\/the-strangers-long-neck-gerry-mcgovern-9781408114421","provider":"WR Book House","version":"1.0","type":"link"}