Develops a new way of analyzing the operation of the POS, creating specific ways of targeting customers.
It offers a new understanding of the competitive brands, by the development of supermarketism, offering new ways of understanding the behavior of the buyer.

• Les Éditions Liaisons, Paris, 1992
• Ed. Granica, Buenos Aires, 1994
• Makron Books, São Paulo, 2000

Foreword by:
- Antoine Guichard

Proposes a marketing-oriented approach of the current situation faced by brands such as the communication wall, the commodification and the presence of the distributor labels, among others.
Proposed his theory of anxiogenic communication platforms to build and defend brands.
Explains how to measure the real power of brands.

• Les Éditions  Liaisons, Paris, 1995
• Asociacion Argentina de Marketing, 1996
• Makron Books, São Paulo, 1999

What is needed to understand to establish a good strategy communication in relation to prices?
This book presents, with the help of real cases, the options that the industry should consider to build and defend a strong position.

• Les Éditions  Liaisons, Paris, 1997
• Ed AJE, Lisboa, 1998

What are the inevitable situations that the traditional distribution will face?
This book anticipated the decline of the hypermarket format, a fact that only several years later was accepted as evidence in the world.

• Les Éditions  Liaisons, Paris, 1998

In his new book, “The Customer's Blues”, Chetochine states that the service companies no longer have to make emphasis on responding to "consumer needs", but to respond to their frustrations.
As evidenced in several cases, the marketing of frustrations is the best way to build and defend the difference.
Because the needs no longer have a strategic role, as it may be fulfilled by most brands and because the consumer is now a sick person who does not accept to wait in line, revolts against the contradictions of products and services and because he doesn't let himself be dazzled by more traditional advertising like the consumers from the 70's .
LINK TO PEARSON: www.pearson.com.br

• Éditions d’Organisation, Paris, 2005
• Pearson Education, São Paulo, 2006

Foreword by:
- Marcelo Angeletti
- Jean-Marc Sylvestre

The 7 conditions to satisfy and retain your customers (Les 7 conditions pour satisfaire et fidéliser ses clients)

Today, companies are almost equal in their products, their prices and their promises. The difference is the quality of service and effort - and it is important to meet not the needs of customers, but their frustrations. Expert in consumer behavior, Georges Chetochine dispels the belief that customer satisfaction will inevitably create loyalty and satisfaction, and analyzes the mechanisms of satisfaction and loyalty in a new lens. Georges uses practical examples and models, proposing to establish an organized, proactive strategy that allows the company to maintain its competitive edge in acceptable economic conditions. This mobilization of all and for all levels is based on the following seven steps that revolve around brand positioning and employee training, engaging employees around a battle for the customer, keeping in place the aspects essential to establish rituals, using soft skills, having a good mentality, being able to respond to the dialectic and mastering the prerequisites.

PUBLISHER'S WEBSITE: www.eyrolles.com