How do companies become indispensable to consumers? What is the secret of companies without which consumers cannot imagine their lives? That's exactly what this book is about. It explores the factors by which a company will become an integral part of the lives of its consumers. Using real-life examples and interviews, recognized business consulting expert Joe Calloway describes the “five success factors” that literally all companies have used that have managed to become indispensable to consumers. Here you will find many effective practical ideas and techniques that you can borrow and use to develop your own methods and approaches. This is a very useful guide for companies that strive to achieve success through trusting relationships with consumers and a high level of service. The book will be of interest to company managers and marketers, students of economics and all people who are interested in the issues of effective management of modern organizations. Translation: O. Bear