Description
Book SynopsisHow many of today''s leading corporations are successfully winning back old customers and attracting new ones
The new purchasing patterns of disenchanted customers and the demise of brand loyalty have compelled many endangered corporate giants to radically alter their thinking about product design and marketing. This book describes how leading companies such as IBM, Nestle, Dupont, AT&T, and Panasonic have stopped creating products for buyers and have started considering the long-term needs of users.
* Packed with real-world cases which demonstrate crucial ideas, tools, and techniques in action at leading firms
SANDRA VANDERMERWE (London, England) holds a chair in Management at the Management School Imperial College, London. Her latest book is Tin Soldiers to Russian Dolls.
Table of ContentsPartial table of contents:
MAKING THE PROACTIVE LEAP.
Don't Miss the Moment.
LOOKING BEYOND WHAT YOU CAN SEE.
Finance Baffles Brains.
REVERSING THE LOGIC.
The Linear Trap.
MOVING MINDS TO MARKETS.
Making Missions Market Making.
BECOMING THE GATEWAY TO CUSTOMER SOLUTIONS.
Redefining Value.
BEING ALL THINGS TO SOME PEOPLE.
Moving Beyond Segmentation.
MAKING COMMITMENT ENDURING.
Using Diffusion to Get Commitment.
JUMPING INTO THE CUSTOMER'S ACTIVITY CYCLE.
The Value Add is the Experience.
GETTING INTO THE CUSTOMER'S HIGH GROUND.
Changing the Nature of the Customer Relationship.
BUILDING NEW COMPETITIVE SPACES.
In Search of New Building Blocks.
LEARNING TO BEHAVE AS ONE.
Altering the Way the Company Really Works.
CONVERTING INTENTION INTO VALUE.
Success as a Motivator.
OPERATING ON TWIN TRACKS.
Living with Ambiguity.
References, Bibliography and Points of Departure.
Index.
