Simply Better - Professor Patrick Barwise
Language: English
Published by Harvard Business School Press, 2004
- Hardcover
- Used
Seller: Libros Tobal, Ajalvir, M, SpainLibros Tobal
AbeBooks seller since October 23, 2013
Condition: Used - Very good
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Texto en inglés. Tapa dura con sobrecubierta de editorial ilustrada. Sin subrayados ni anotaciones. Perfecto estado de conservación. 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 needs The 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.
Seller Inventory # 101386
- Title
- Simply Better - Professor Patrick Barwise
- Author
- Professor Patrick Barwise
- Publisher
- Harvard Business School Press
- Publication year
- 2004
- Condition
- Bien
- Book Type
- Libro
- Binding
- Tapa dura
- Language
- English
- ISBN 10
- 0875843980
- ISBN 13
- 9780875843988
- Seller catalogs
- Política, Economia y Empresa
Patrick Barwise and Seán Meehan argue that most companies have taken differentiation so far that they’ve left their customers behind. Customers don’t want bells and whistles and don’t care about trivial differences between brands. What they really want are quality products, reliable services, and fair value for money. Yet most companies consistently fail to meet these basic customer needs.
Simply Better is a no-nonsense, back-to-basics manifesto for today’s businesses. Barwise and Meehan argue that successful differentiation lies not in unique selling propositions, but in generic category benefits, such as good service, on-time delivery, and quality products, that any company can provide. The key is to deliver these consistently better than competitors. Illustrating this customer-focused differentiation through vivid examples of companies, including Toyota, P&G, Hilti, Tesco, and Ryanair, Simply Better outlines an actionable framework managers can use to:
• Understand what customers really value and why they buy the brands they do
• Discover basic, unmet needs ripe for reliable solutions
• Channel customer dissatisfaction into performance improvements
• Balance in-the-box thinking in strategy and innovation with out-of-the-box thinking in advertising and communications
• Create a learning culture that continuously responds to changing customer needs
While being unique might be exciting and appealing, it doesn’t drive business success. Simply Better shows how meeting and exceeding the most ordinary of customer expectations can lead to extraordinary—and lasting—rewards.
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Libros Tobal
Ajalvir, M, Spain
AbeBooks seller since October 23, 2013
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