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ISBN: 0875843980, 9780875843988Издательство: Harvard Business School Press
Год издания: 2004
A No-Nonsense Approach to Customer-Focused Business In their relentless quest for differentiation, many companies have poured their energies into making their offerings distinctive from competitors'. Yet, according to marketing experts Patrick Barwise and Sean Meehan, in doing so companies have neglected the very basic 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 fundamentals-products that actually work and reliable services that take place on time. Barwise and Meehan show that being truly "customer-driven" means consistently fulfilling these types of obvious needs for customers Simply Better than competitors. The authors provide an actionable framework that managers can use to: understand customer needs and priorities; explore why customers do and don't buy a particular brand;...