Simply Better

Winning and Keeping Customers by Delivering What Matters Most
Erscheinungsjahr 2004
ISBN: 978-0-87584-398-8
Verlag: Harvard Business Review Press

Buch, Englisch, 208 Seiten, Format (B × H): 164 mm x 243 mm, Gewicht: 535 g

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 needsThe 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 out—they need to deliver on those basic needs better than everyone else.

Autoren/Hrsg.

Barwise, Patrick

Meehan, Sean

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Kundenbeziehungsmanagement, Kundenpflege

Über Autor(innen)

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