Buch, Englisch, 164 Seiten, Paperback, Format (B × H): 155 mm x 235 mm, Gewicht: 2876 g
How to Avoid the Biggest Mistake in Business
Buch, Englisch, 164 Seiten, Paperback, Format (B × H): 155 mm x 235 mm, Gewicht: 2876 g
ISBN: 978-1-4842-0386-6
Verlag: Apress
The Customer Trap: How to Avoid the Biggest Mistake in Business is Thomas and Wilkinson’s sequel to The Distribution Trap: Keeping Your Innovations from Becoming Commodities, which won the Berry-American Marketing Association Prize for the best marketing book of 2010. The Distribution Trap contended that cracking the big-box channel is not necessarily the Holy Grail that many marketers assume it is. The Customer Trap takes this thesis to the next level by arguing that all companies, regardless of the industry there are in, should maintain control over their sales and distribution channels. Volume forgone by avoiding the mass market is more than offset by higher margins and stronger brand equity.
The Customer Trap shows that giving power to a customer who violates "the ten percent rule" sets a company up for ruin. Yet, when presented with the opportunity to push more sales through large customers, most decision-makers jump at the chance. As a result, marketing has come to resemble a relentless quest for efficiency and scale. Demands from mega-customers in the form of discounts, deals, and incentives erode the integrity of the brand and what it originally stood for. Lower margins become the norm and cost-saving compromises on quality take over. In time, the brand suffers and, in some cases, fails outright. Stark examples from Oreck Vacuum Cleaners, Rubbermaid, Goodyear, Levi’s, and others illustrate the perils of falling into the "customer trap."
This book demonstrates in vivid detail how to thrive by controlling your sales and distribution. The authors show how many firms, such as STIHL Inc., etailz, Apple, Red Ant Pants, and Columbia Paints & Coatings, have prospered by avoiding the "customer trap"—and how your company can have similar success.
Zielgruppe
Popular/general
Autoren/Hrsg.
Fachgebiete
Weitere Infos & Material
Chapter 1. The Biggest Business Mistake
Chapter 2. The Customer Trap and Brand Destruction
Chapter 3. Turning Your Innovations into Commodities
Chapter 4. When Sales Channels Get Hijacked
Chapter 5. Living the Outsourcing CompulsionChapter 6. The STIHL Story
Chapter 7. Innovation's Second Step
Chapter 8. Getting the Data and Doing Marketing Right
Chapter 9. Going Global and Keeping the Faith
Chapter 10. Staying Local and Independent