Simply Better (inbunden)
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Format
Inbunden (Hardback)
Språk
Engelska
Antal sidor
208
Utgivningsdatum
2004-08-01
Upplaga
illustrated ed
Förlag
Harvard Business School Press
Medarbetare
Meehan, Sean
Illustrationer
illustrations
Dimensioner
243 x 165 x 25 mm
Vikt
540 g
Antal komponenter
1
ISBN
9780875843988
Simply Better (inbunden)

Simply Better

Winning and Keeping Customers by Delivering What Matters Most

Inbunden Engelska, 2004-08-01
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in this radically conservative book, the authors advocate a back-to-basics approach to marketing that replaces the relentless quest for differentiation with a relentless focus on these types of basic customer needs the authors research shows that most companies have been ignoring the basics for too long. At the heart of the authors approach is a view of why customers buy what they do. Barwise and Meehan argue that marketers must understand what customers want from the entire product or service category. So rather than focus on new luxury attributes for a specific car marketers need to understand what basic needs customers have for automobiles in general (ie: safety, handling, etc). Once they figure that outthey need to deliver on those basic needs better than everyone else.
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Edge

Its all good stuff and ultimately proves that consumers care more about basic benefits than unique selling propositions.



Financial Times

This is a book about marketing for people who have read too many books about marketing... [Simply Better] is a welcome book that sheds light on a glaring deficiency in contemporary business culture... the empathy gap that exists in all too many executive suites.



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Övrig information

Patrick Barwise is Professor of Management and Marketing at London Business School. Sean Meehan is the Martin Hilti Professor of Marketing and Change Management at IMD, Lausanne, Switzerland.