内容简介
Strongcustomer-focusedcompanieshaveaclear,relevantpromisewhichtheyobsessivelydeliverday-in,day-out.Atthesametime,theyrelentlesslydrivethemarketbyevolvingtheofferinthefaceofmarketdevelopmentsandopportunities.Becausetheymeetcustomerneedsbetterthanthecompetition,againandagain,theyareabletogeneratesustainable,profitable,market-leadingorganicgrowth.Theproblemthebookaddressesishowtoachievethis.Theauthorsidentifyfivekeystepsusingtheirframeworkforsuccess:Offeraclear,relevantcustomerpromiseBuildcustomertrustbyreliablydeliveringthatpromiseContinuouslyimprovethepromise,whilestillreliablydeliveringitDrivethemarketbyinnovatingbeyondthefamiliarSupportallthiswithanopenorganizationthatpromotesfrankdiscussionbasedonclearfactsandmarketfeedback.Aboveallthebookrunscountertothefashionableclaimthatthestarting-pointforbusinesssuccessshouldbetofinda'blue-sky','out-of-the-box'breakthroughinnovation.BarwiseandMeehanusemanycompellingcasestoillustratehowmanagerscanfindwayswithintheirexistingnetworkandorganizationtoachievelongtermgrowth.
作者简介
PatrickBarwiseisemeritusprofessorofmanagementandmarketingatLondonBusinessSchoolandchairmanofWhich?,theUK'sleadingconsumerorganization.HejoinedLBSin1976afteranearlycareeratIBMandhaspublishedwidelyonmanagement,marketing,media,andresearchmethods.Heisanexperiencedconferencespeakerandexpertwitness,havingworkedoncommercial,tax,andcompetitioncasesinBrussels,Frankfurt,London,ParisandWashington.Hehasalsohasbeeninvolvedintwosuccessfulstart-upbusinesses:theonlinefieldresearchcompanyResearchNow(acquiredbye-Rewardsin2009)andtheonlinebrandcommunityspecialistVerve.SeánMeehanistheMartinHiltiProfessorofMarketingandChangeManagementatIMDinLausanne,Switzerland.SincejoiningIMDin1997,hehasdirectedbothitsMBAprogramanditsOrchestratingWinningPerformanceopenexecutiveprogram,buthismainfocushasbeenondesigninganddeliveringcustomizedofferingsforleadingglobalcompaniessuchasAirFrance-KLM,Caterpillar,Hilti,Mastercard,Sandvik,Telefonica,andToyota.Hisresearchisaboutunderstandingandaddressingthechallengesofbecomingcustomer-focused.HisearlycareerwasinclientserviceandmarketingrolesatArthurAndersenandDeloitte.Theauthors'previousbook,SimplyBetter:WinningandKeepingCustomersbyDeliveringWhatMattersMost,wontheAmericanMarketingAssociation's2005Berry-AMABookPrizeandhasbeentranslatedintosevenotherlanguages.TheirresearchhasalsobeenpublishedintheHarvardBusinessReview,MITSloanManagementReview,andotherleadingmanagementjournals.
