Goodreads asked Anne H. Janzer:

Where did you get the idea for your most recent book?

Anne H. Janzer "What about marketing?" That was the question I kept asking myself as I noted, and wrote about, business models shifting to subscriptions. In technology companies, more business revenues now come from recurring sources (renewals, subscriptions). Cloud software is a case in point. But marketing practices remain focused primarily on lead generation and lead nurturing. But not everywhere. Creative businesses find ways to extend marketing to existing customers. So I wrote the book I felt was missing - how marketing remains relevant and strategic when more revenues come from existing customers.

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