Simply Better: Winning And Keeping Customers By Delivering
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Description:
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 bu...
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 bu...
Description:
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 - marketer's need to understand what basic needs customers have for automobiles in general (ie: safety, handling, etc). Once they figure that out - they need to deliver on those basic needs better than everyone else.
Review:
It's all good stuff and ultimately proves that consumers care more about basic benefits than unique selling propositions. Edge 20050805 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. Financial Times 20050803
Author Biography:
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.
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 - marketer's need to understand what basic needs customers have for automobiles in general (ie: safety, handling, etc). Once they figure that out - they need to deliver on those basic needs better than everyone else.
Review:
It's all good stuff and ultimately proves that consumers care more about basic benefits than unique selling propositions. Edge 20050805 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. Financial Times 20050803
Author Biography:
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.
| Autor | Barwise, Patrick; Meehan, Sean |
|---|---|
| Ilmumisaeg | 2004 |
| Kirjastus | Harvard Business School Publishing |
| Köide | Kõvakaaneline |
| Bestseller | Ei |
| Lehekülgede arv | 208 |
| Pikkus | 242 |
| Laius | 242 |
| Keel | American English |
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