Simply Better

Winning and Keeping Customers by Delivering What Matters Most

Patrick Barwise, Sean Meehan

216 pages, parution le 17/08/2004

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Résumé

In their relentless quest for differentiation, many companies have neglected the very activities that matter most to customers. This refreshingly straightforward book argues that it is not the addition of unique gizmos or features that wins and keeps customers, but the steadfast delivery of the basics, such as products that actually work and reliable services that take place on time. Fresh company examples show how lasting competitive advantage comes not from being radically different, but from being Simply Better at delivering what customers really want. 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.

Sommaire

Differentiation That Matters
How Customers Really See Your Brand
Identifying Generic Category Benefits
Challenges of Innovating to Drive thé Market
Caution: Inside-thé-Box Advertising Doesn't Work
Customer-Focused Mind-Set
How to Be Simply Better

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Harvard Business School Press (HBS)
Auteur(s)	Patrick Barwise, Sean Meehan
Parution	17/08/2004
Nb. de pages	216
Format	16 x 24
Couverture	Relié
Poids	540g
Intérieur	Noir et Blanc
EAN13	9780875843988
ISBN13	978-0-87584-398-8