Sales and Marketing the Six Sigma Way

Sales and Marketing the Six Sigma Way
Average customer rating:

Exceptional book for improving results

A Must Read for CEOs Tired of Same Old Sales Excuses

It's a PE Book

Merging Six Sigma with Sales & Marketing

Sales & Marketing the Six Sigma Way

Sales and Marketing the Six Sigma Way

Manufacturer: Kaplan Business
ProductGroup: Book
Binding: Hardcover

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Lead Generation for the Complex Sale: Boost the Quality and Quantity of Leads to Increase Your ROI

Marketing ROI : The Path to Campaign, Customer, and Corporate Profitability

ASIN: 1419521500
Release Date: 2006-08-01

Book Description

Quality management. Process mapping. Speed to production. In the past 50 years, a rigorous, measurement-based methodology called Six Sigma has brought production management to previously unimaginable levels of success and sophistication. Top corporations such as Motorola and GE have built their reputations, products, and revenues using this approach. Indeed, Six Sigma has found widespread application in every significant industry and business—except marketing and sales.

In Sales and Marketing the Six Sigma Way, sales and quality guru Michael Webb shows how to blend marketing and sales efforts with the cutting-edge methods of Six Sigma to boost their bottom lines. With Webb’s book as a guide, readers learn to engineer rapid routes to customer value, accurately predict future revenue, and ensure return on investment for their projects.

In Sales and Marketing the Six Sigma Way, you will:

* Find out why ""the usual fixes"" for sales problems don't work

* Meet executives who have used Six Sigma to imrpove marketing and sales results

* See the pitfalls that await the unwary when applying process improvement in sales

* Learn how to introduce Six Sigma to sales and marketing professionals

* Discover through examples and cases how to manage sales as a process

Webb walks readers through several Six Sigma sales and marketing projects from start to finish, highlighting the tools, decisions, and results that made them successful. He shows the practical methods managers use to translate process improvement principles to the human world of selling and marketing.

With his dual background in sales and marketing management and in quality improvement, Webb speaks clearly to readers in both disciplines. This makes Sales and Marketing the Six Sigma Way the indispensible guide for sales and marketing professionals who want to excel in today's business environment, and for quality improvement experts who want to help them.

Customer Reviews:

Exceptional book for improving results.......2007-10-14

Whether you call it six-sigma, kaizen, lean or TQM, the concept has had a revolutionary impact in manufacturing, propelling, for example, Toyota to the top. It turns out the same basic concepts powerfully apply to sales and marketing. This book details how in a very readable manner. Webb shows us how to make sales and marketing into a process that systematically can be improved. Very insightful examples. Right now most sales and marketing decisions are made on hunch. This book helps us make them on the basis of fact. I strongly recommend it. It presents good idea after good idea.

A Must Read for CEOs Tired of Same Old Sales Excuses.......2007-08-17

This book tackles the central marketing problem of our time ....too many suspects, and an ever dwindling number of qualified prospects. Mr. Webb untangles this problem and then shows you how to design a selling system to be an ever improving "machine". A fun read with lots of how-to and examples.

It's a PE Book.......2007-07-24

It's Good to me, I work for jnj of china. it helps and leads me do the project is well

Merging Six Sigma with Sales & Marketing.......2007-07-20

Michael Webb has done a fantastic job with merging the six sigma methodology with the sales & marketing disciplines. This book takes the six sigma practice, that has long been used in the manufacturing circles, and applies it to the sales function in a way that is both concise and understandable. Six sigma promises to change the future of sales just as it has manufacturing, and this book is the road map for that journey. I would not only highly recommend this book to anyone in the sales and/or marketing arena, but consider it a must read.

Sales & Marketing the Six Sigma Way.......2007-04-03

I found this book invaluable. As a brand marketing consultant I face a barrage of misguided engineers and production minded individual who deam marketing as puffery. This book provided me a greater insight in turning these folks into marketing partners. Engineers and marketing consultants have more in common than they know - Sales & Marketing the Six Signa Way identifies how these two can and should come closer together to seek and implement the voice of the customer in establishing and marketing superior customer value.

Total Quality Service: Principles, Practices, and Implementation (St Lucie)

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Total Quality Service: Principles, Practices, and Implementation (St Lucie)
D.H. Stamatis
Manufacturer: CRC
ProductGroup: Book
Binding: Hardcover

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ASIN: 1884015832

Book Description

Total Quality Service rises to the business challenge of the 90s. It explains in the most concise terms possible the principles of TQS. The research stands-most unhappy customers do not complain. Instead, they never again buy from businesses that just once left them unsatisfied. What then is TQS? In the simplest terms, it is the true commitment to operationalizing the concept of customer focus, establishing service performance standards, measuring performance against benchmarks, recognizing and rewarding exemplary behavior, and maintaining enthusiasm for the customer at all times. Companies that do not provide quality service not only won't compete-they won't exist. Let Total Quality Service put you and your employees on the cutting edge of customer satisfaction.

Six Sigma for Green Belts and Champions: Foundations, DMAIC, Tools, Cases, and Certification

Average customer rating:

Comprehensive Textbook at Black Belt Level
Six Sigma GB
An Excellent Introduction to Six Sigma
Practical Six Sigma Guide
Accomplished promised ETA

Six Sigma for Green Belts and Champions: Foundations, DMAIC, Tools, Cases, and Certification
Howard S. Gitlow , and David M. Levine
Manufacturer: Prentice Hall
ProductGroup: Book
Binding: Hardcover

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Statistics for Six Sigma Made Easy
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Principles of Operations Management

ASIN: 013117262X

Download Description

"The first complete Six Sigma implementation guide for Green Belts and Champions!

1. Understand the rationale for Six Sigma

2. Implement a proven executive framework for a successful quality initiative

3. Use the DMAIC method for improvement from start to finish: Define, Measure, Analyze, Improve, and Control

4. Manage Six Sigma statistics¿without becoming a statistician

5. Learn through complete detailed manufacturing and service case studies

6. Learn how to understand and manage Six Sigma statistics, through practical, Minitab-based application examples. Includes instructions for using Minitab software

7. Learn how to pass Six Sigma certification examinations with sample questions and answers

If you're ""project managing"" Six Sigma (potential Green Belt)¿or promoting it at the executive level (potential Champion)¿this is your book. It's the first Six Sigma book written specifically for Green Belts, Champions...and anyone who plans to become one. Two experts help you master the entire DMAIC model: Define, Measure, Analyze, Improve, and Control. You'll discover realistic solutions for Six Sigma's profound human and technical challenges. You can even prepare for one of the world's leading Six Sigma certification programs. Clear, detailed, and proven...this is the one indispensable book for anyone who must manage Six Sigma to success."

Customer Reviews:

Comprehensive Textbook at Black Belt Level.......2007-03-28

I was surprised by the well balanced and complete coverage of the Six Sigma methodology from DMAIC, including managerial steps, all the way to statistics up through Design of Experiments. The all inclusive topics seem to parallel full Black Belt training. I would expect green belts to be offered selections from the book in a standard course. I would say no other book has this "textbooky" look and feel (that is not meant as a criticism). At the end of chapters find Minitab instructions including screen shots. The material is well written, hence understandable, hence I think this is one of the best overall introductions to the subject without slamming the reader with high levels of mathematical theory.

Six Sigma GB .......2007-03-13

I think this book is an excellent resource for experienced Six Sima managers. However, if you want to buy this book as a study guide for the SSGB certification test, or as an introduction to Six Sigma, it isn't going to help you out much. I guess my lowered rating is due to the fact that the book didn't meet my expectations as it was described on the Amazon site.

An Excellent Introduction to Six Sigma.......2006-07-20

This book was well worth my time and money! Being a Six Sigma beginer, I found this book to be easy to follow and comprehend.

Explained is the DMAIC process model, Voice of Customer (VOC), Voice of Process (VOP)and Design of Experements (DOE) in clarifying detail. Best of all, it includes step-by-step explanations of project experiments and the statistical analyses from the expereiments using Minitab 14!

Whether you want to learn the basics of the Six Sigma process (Chapters 1-8) and / or basic Six Sigma statistical tools and methods (Chapters 9-15), I highly recommend this book!

Note: Minitab 14 (Statistical software)is free for 30 days and the associated minitab-formatted excercise worksheets are down-loadable from the publisher's website.

Practical Six Sigma Guide.......2006-05-22

Six Sigma for Green Belts and Champions is a completely accessible guide for actually doing Six Sigma. It is a must read for anyone interested in Six Sigma management.

Accomplished promised ETA.......2005-09-29

The book arrived exactly on the day they told me it was going to arrive. It was worthwhile to save money buying through here rather than paying more through a bookstore.

The Total Package: The Secret History and Hidden Meanings of Boxes, Bottles, Cans, and Other Persuasive Containers

Average customer rating:

What a fantastic surprise!
You buy, therefore you must read this book.
Packaging Is What We Are
Excellent Book!
What's up with the icky cover?

The Total Package: The Secret History and Hidden Meanings of Boxes, Bottles, Cans, and Other Persuasive Containers
Thomas Hine
Manufacturer: Back Bay Books
ProductGroup: Book
Binding: Paperback

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The Practical Guide to Information Design
The Marketer's Guide To Successful Package Design
Making and Breaking the Grid: A Graphic Design Layout Workshop
I Want That! : How We All Became Shoppers
Design Secrets: Packaging: 50 Real-Life Projects Uncovered (Design Secrets)

ASIN: 0316365467

Book Description

In this fascinating excursion through popular culture and marketing history, design critic Thomas Hine decodes the secret language of packaging -- and explains the many subtle ways that boxes, bottles, and cans persuade us to spend our hard-earned money. Tracing the art and science of package design from its emergence late last century to today's most instantly recognizable brand images -- the Campbell's soup can, the Coca-Cola bottle, the Marlboro box, and many others -- Hine has written an essential book for students of popular culture, designers, marketers ... and anyone who goes shopping.

Customer Reviews:

What a fantastic surprise!.......2007-07-23

I was actually interested in the history of the cigar box when Amazon suggested The Total Package to me. I bought the book as an impulse purchase (despite the cheap yellow cover that the book itself criticises) and I have been very happy that I did. I have not been able to put this book down. This book far surpassed my expectations and has been a wealth of historical facts and connections between the technology of packaging and our civilization.

I have read one strong critique of Hine's book in that it does not go very deep into the psychology of packaging and how it shapes the choices that consumers make. I think that is beyond the point here. Hine's work does an outstanding job of making an interesting historical narrative about packaging. Hine sees the world through the eye of the consumer from the epoch of the proto-package, through the world of boxes and tin cans, and on through cellophane and plastics. That perspective in this book has opened the world up to me.

I cannot recommend this book enough!

You buy, therefore you must read this book........2005-04-11

My community college graphic design students read this book for a class, so I've read it six or seven times now. Every year I look forward to it. It is a wonderful way to get my (mostly) American students to think their role in an economy they've rarely questioned. They learn about how products have been adorned and contained over the centuries and they also learn why great cities thrived with the advancements in packaging, why suburbs keep growing and why cars and groceries are an intertwined pair.

There plenty of insights here for the consumer who wonders why there are so many kinds of toothpaste and why there will always be a battle between Coke and Pepsi. You eat a lot of tuna? Did you know it was canned for the first time because a cannery ran out of sardines? Did you know that canning itself was developed for Napoleon's military campaigns? You know yellow makes products look cheap? You do, but you didn't know you did.

For designers it is an indispensible history that will help you locate your place in the world of business and the American economy.Thomas Hine discusses how research dominates design and how brand managers can wipe out your precious work with a single "Natural!" violator.

Packaging Is What We Are.......2005-01-02

I fell in love with Thomas Hine's The Total Package: The Secret History and Hidden Meanings of Boxes, Bottles, Cans, and Other Persuasive Container from page 1 for this book pulls you into a world that on the one hand is so familiar to you, but on the other hand yet also so unknown, namely the world of package - design and the world of stores.

In his book, Mr. Hine writes about the development of things that I had never even given a thought like the invention of the shopping cart and how it should not take up too much space or the design of the grocery store as a maze, but the book also tells so much more like what colors on the packages say about the products and so on. Mr. Hine even argues that "packaging is what we are" for "packaging mirrors its expected customers, and thus it provides an unfamiliar and provocative perspective about who we are and what we want."

Well, I consider this book to be a true eye-opener and I experience just walking down the aisles in a store as a truly unique experience now for I came to realize that there is a whole theory behind everything I see around me or every aspect of the store.

Excellent Book!.......2004-05-21

A wonderfully interesting book about the history of product packaging. Very thorough and engaging -- I had no idea how important the paper bag was! Rich with insights about consumer behavior in marketplaces and the geographic evolution of the American shopping experience. I go it from the library and wound up buying it as a reference book for years to come!

What's up with the icky cover?.......2001-09-30

What can I say? As a book about packaging, it should take a lesson from itself. Sheesh...!

Improving R&D Performance: The Juran Way

Average customer rating:

Improving R&D Performance: The Juran Way
Al Endres
Manufacturer: Wiley
ProductGroup: Book
Binding: Hardcover

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Third Generation R & D: Managing the Link to Corporate Strategy
The Smart Organization: Creating Value Through Strategic R&D

ASIN: 0471163708

Book Description

Learn how to maximize the performance and profitability of R&D in your company

This book describes how managers at industry elites have successfully applied quality principles to bring R&D into the strategic fold. Al Endres explores the unique characteristics of the R&D environment and describes proven quality process techniques for significantly improving the way R&D handles such issues as cycle time, resources, customer satisfaction, process improvement, and product innovation and development.

* Features case studies from Eastman Chemical, Corning, Boeing, Alcoa, and other firms

AL ENDRES, PhD, (Tampa, Florida) is Director of the Center for Quality at the University of Tampa . As Vice President of the Juran Institute, he was responsible for the research and development of educational material on quality systems for services. THE JURAN INSTITUTE is an international quality and management consultancy.

Implementing Design for Six Sigma: A Leaders Guide

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Implementing Design for Six Sigma: A Leaders Guide
Georgette Belair , and John O'Neill
Manufacturer: A SQ Quality Press
ProductGroup: Book
Binding: Hardcover

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Design for Six Sigma (Briefcase Books Series)
Design for Six Sigma : A Roadmap for Product Development
Commercializing Great Products with Design for Six Sigma
The Design for Six Sigma Memory Jogger: Tools and Methods for Robust Processes and Products
The Lean Six Sigma Pocket Toolbook: A Quick Reference Guide to 100 Tools for Improving Quality and Speed

ASIN: 0873896955

Product Description

Have your companys products achieved what you hoped for rapid customer uptake, high sales volume and revenue/profit? Can you produce them at high Sigma-levels for Critical to Quality requirements, resulting in high customer satisfaction and low return/warranty costs? Authors Belair and ONeill will help you understand how your current new-product development process is performing by diagnosing its strengths and weaknesses, and then planning and implementing changes to improve your organizations ability to deliver Six Sigma designs! The main goal of Implementing Design for Six Sigma is to provide you a game plan to help you move the ball down the field from your current product development world to one where DFSS has been embraced as a working part of your processes and culture. Whether the products you develop are made of metal and plastic, or money and mutual funds, this book will help you improve your development process so that you may deliver better products and services that your customers will want and want to pay for. From tangible products like cars and cough syrup to service products like mortgages and retirement plans, if you dig deeply into your new-product development process and follow the guidelines in this book, you can and will implement major improvements. Contents: Preface Chapter 1 Driving Six Sigma Designs Introduction Chapter 2 What is Design for Six Sigma? Chapter 3 What DFSS Can Do For You and Your Company Chapter 4 DFSS The Method & Roadmap Chapter 5 Gap Analysis and Readiness for the DFSS Journey Chapter 6 Planning, Leading and Implementing DFSS Chapter 7 Measuring Success Chapter 8 How to Know When the Organization Has It Chapter 9 Keeping Up the DFSS Drive Chapter 10 Where Do You Go From Here? Chapter 11 DFSS Case Study Glossary References Index

Act Like an Owner: Building an Ownership Culture

Average customer rating:

Ownership Culture
Everything Old Is New Again
A truly inspirational book!
Good counsel for building an 'ownership culture.'
Great book with "down to earth" advice that works - no B.S.!

Act Like an Owner: Building an Ownership Culture
Robert M. Blonchek , and Martin F. O'Neill
Manufacturer: Wiley
ProductGroup: Book
Binding: Hardcover

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Think Big, Act Small : How America's Best Performing Companies Keep the Start-up Spirit Alive

ASIN: 0471322857

Book Description

Most workers are conditioned to view themselves as one-dimensional in relation to their companyâas a salesperson, or an engineer, or a manager. But imagine the possibilities if everyone in your organization started thinking and acting like entrepreneursâlike owners of the business. Imagine if your employees shared the same beliefs, both in their abilities and in the purpose of your business, and focused all their energies on making that business successfulâknowing that they, in turn, would become successful as well. That is the power of an ownership culture, and this book will show you how to mobilize human intellect and ingenuity for competitive advantage.

Act Like an Owner is an action guide to building a culture of employee ownership within an organization. Authors Blonchek and O'Neill present their business model, "Act Like an Owner," which grew out of their experience building information technology service businesses. This model is a roadmap for applying today's most important management practices in a competitive, rapidly changing environment. The authors use this approach as part of their consulting practice, and are the first to detail how to implement such a program company-wide.

Act Like an Owner introduces the internal franchise framework that can be used for unlocking the entrepreneurial spirit in your organization. From this book, you'll learn how to define your company's operating modelâthe way you choose to do businessâand then extend the model to your employees. The authors then explain how to link employee behaviors to each element of business performance. They demonstrate how to focus your entire organization on a business goal while addressing employees' individual needs for opportunity and growth. You'll learn how to attract and hire people with a positive, entrepreneurial attitude who can create an environment that establishes the values and behaviors you need.

At the heart of the internal franchise is the ownership culture, a corporate culture built on principles and values that compel everyone in your organization to think and act like an owner of the business. The authors describe the impact of an ownership culture on an organization, illustrating how you can build equity in that culture and make it part of your company's brand identity. They explore the power of such a culture to create an environment of shared values and goals. You'll learn the formula for creating an ownership culture and putting it to work in your organization, and you'll hear the perspectives of senior executives at companies currently adopting the "Act Like an Owner" program, including those at Aspen Systems, CACI, STAC, PSINet, and ConSonics. In addition, the authors apply the ownership culture model to one of the most pressing problems facing business today: attracting and retaining skilled workers.

Filled with examples, anecdotes, and techniques, Act Like an Owner will motivate anyone trying to build a successful business that starts with people. "What a wonderful book. The only way organizations will be able to compete in the future is if their people act like owners and they create an ownership culture. A must read for the 21st century." âKen Blanchard, coauthor, The One Minute Manager.

"A terrific addition to any library. Marty O'Neill and Robert Blonchek have crafted an elegantly simple and uniquely powerful approach to enhancing the performance of any organizationâlarge or small. I wholeheartedly recommend it." âDouglas R. Conant, President, U.S. Foods Group, Nabisco.

"The new workplace demands that businesses find effective ways to release the power of people. Blonchek and O'Neill's 'Internal Franchise' idea turns the franchise concept inside out and provides a roadmap for ownership and empowerment in any organization." âAlan Randolph, coauthor, Empowerment Takes More Than a Minute.

"Act Like an Owner gives you a treasure map to unlocking the fortunes that lie throughout an organization." âBill Toler, President, Campbell Sales Company.

"An insightful look at the elements of an ownership culture and how to put them to work in your company in order to attract, retain and motivate talented people." âJ. Robert Beyster, Founder, Chairman and CEO, SAIC.

"Act Like an Owner gives you the tools you need to develop and empower your employees to think and act like entrepreneurs." âAndrew C. Taylor, President and CEO, Enterprise Rent-A-Car, and 1997 Ernst & Young Entrepreneur of the Year Award Winner.

Customer Reviews:

Ownership Culture.......2001-01-19

"Early on, as a company of just six people, we wrote a corporate creed that documented our principles and values-our culture. This creed simply stated that we would build a successful business by focusing on the customer, encouraging entrepreneurial spirit, empowering everyone, and sharing both success and failure. We call this culture an ownership culture. We discovered that this environment was enjoyable to work in and was a powerfull strategy...To this day, when we ask people associated with the company why it was successful, and why they were committed, the answer is always the same. It was empowerment; it was team-spirit; it was vision. It was mutual respect and trust. Most important, it was the culture...This book is a distillation of our experience in creating, nurturing, and maintaining an ownership culture...The ALO model is a synthesis and practical application of leading business concepts along with our own personal experiences...The ALO model is not academic theory, it's a roadmap for applying today's most important management practices to the real-world problem of building an information-era business...In this book, we present the internal franchise, the foundation of ALO and a framework for unlocking entrepreneurial spirit in your organization...The heart of the internal franchise is the ownership culture, a corporate culture built on the principles and values of the entrepreneur. An ownership culture compels everyone in your organization to think and act like an owner of the business" (from the Preface).

In this context, Robert Blonchek and Martin O'Neill divide their book into three parts:

I. In this part, they present the internal franchise as a framework for putting ownership culture to work as a competitive weapon. According to them an internal franchise consists of three components: an operating model, entrepreneurial employees, and an ownership culture. They argue that "An internal franchise is similar to a traditional franchise operation. In an internal franchise the company makes its operating model explicit and then 'franchises' the operating model to its employees. The employees are then coached, mentored, and trained to operate the business at the highest level of proficiency. In an internal franchise, the franchise agreement is not a legal binding contract, it is the company's culture-an ownership culture."

II. In this part, they present a formula for creating an ownership culture. They argue that an ownership culture is a corporate culture based on TRUST:

* Teach your employees your operating model.

* Reward them based on the performance of the business and their contribution to that performance.

* Unconditionally support their actions in order to develop a truly empowering environment.

* Share information so that everyone can make effective business decisions.

* Be Trustworthy by making and keeping commitments.

III. In this part, they apply an ownership culture to one of the most pressing problems facing business today: attracting and retaining skilled workers. They argue that "Without a doubt, attracting to talent is a key business challenge for most organizations. But that's only half the problem-changing employee attitudes and expectations make it difficult to hold on to talented workers as well. In fact, the loss of talented workers forces many companies to reduce their growth projections and negatively affects their ability to compete."

Finally, they write, "It's time for the grand finale in the drama of twentieth-century business. It's financial capital versus human capital, and we'll soon know who wins. But all indications are that the winning businesses in the next century will be those that understand how to mobilize human intellect and ingenuity for competitive advantage. Adopting the principle presented in Act Like an Owner is the best way to ensure that you end up on the side of the winners."

Highly recommended.

Everything Old Is New Again.......2000-01-27

What do you know about a book's authors if they ...

* Begin by congratulating themselves for their company's success?

* Quote favorable reviews on the first page, particularly from executives whose success stories are cited in the text?

* Claim to synthesize "the leading management approaches and business strategies," and then provide virtually no footnotes (15 notes for a 222-page volume)?

Robert Blonchek and Martin O'Neill are consultants. Like many consultants not overburdened by humility, they are proud to preach their doctrine and win new converts to their views - and their services. And as experienced public speakers, Blonchek and O'Neill have accustomed themselves to condensing their notions into a few words in large type. When your creed boils down to "run your business like my business", you want to keep your language as simple and transparent as possible.

Unfortunately, in the case of Act Like an Owner, simple language has produced simple thinking. The book supports all the right things - empowerment, entrepreneurial spirit, open information, Mom and apple pie - but they don't offer any striking insights or tools to get you there. Their central (tautological) concept, that "the ownership culture is the franchise agreement" within the organization, is like a tenor singing bass: less deep than it sounds. And the book's air of breathless naivete is both endearing and baffling; readers are given standard questions to identify customer needs, for example, and then advised to match the needs to their products' benefits. Elementary, my dear Watson.

"Elementary" is in fact the key to this book. Despite its claims to be applicable to large organizations, Act Like an Owner reads like Entrepreneurship 101. It's designed to answer such questions as:

* What is an operating model?

* Why is empowerment important?

* What is a corporate culture?

* Why is communication valuable?

If you find such questions startling and galvanizing, snap up your copy now. If you answered such questions long ago, or if you find them distractingly rudimentary, move on, perhaps to a book that recognizes the value of the compound-complex sentence. There's nothing new under the sun in Act Like an Owner; whether you enjoy the book will depend on how long you've spent in the shade.

A truly inspirational book!.......1999-09-14

If only more companies would realize the power that lies in creating an ownership culture in their organizations! This book presents a truly common sense approach to empowering employees to think and act like owners of a company. I have never been more motivated and have never enjoyed reading a business book as much as this one! I believe this business philosophy would help make a valuable difference in every organization!

Good counsel for building an 'ownership culture.'.......1999-06-28

"This is an important book--regardless if your organization is for-profit or >like mine--a not-for profit healthcare provider. In fact, industry segments >experiencing tremendous growth and change pressures such as healthcare, >financial services, technology goods and services should take this book to >heart. The premise is sound and it's written from a practical, down to earth >standpoint by authors who have successfully 'been there--done that.' > >

Great book with "down to earth" advice that works - no B.S.!.......1999-05-04

You are either going to adopt the advice and strategy that O'Neill and Blonchek propose.......or else wish you had! Do your employees a favor and buy & read this book.

Creating Value for Customers: Designing and Implementing a Total Corporate Strategy

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Creating Value for Customers: Designing and Implementing a Total Corporate Strategy
William Band
Manufacturer: John Wiley & Sons
ProductGroup: Book
Binding: Paperback

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Average customer rating:

Reviewed by International Corporate Branding Centre
bible for branding

Creating Powerful Brands, Third Edition
Leslie de Chernatony , and Malcolm McDonald
Manufacturer: Butterworth-Heinemann
ProductGroup: Book
Binding: Paperback

General | Business & Investing | Subjects | Books

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From Brand Vision to Brand Evaluation, Second Edition: The strategic process of growing and strengthening brands
Consumer Behavior and Culture: Consequences for Global Marketing and Advertising
Emotional Branding: The New Paradigm for Connecting Brands to People
The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term
Managing Brand Equity

ASIN: 0750659807

Book Description

This is the third edition of one of world's most respected and successful books on branding. Written by an internationally acclaimed branding expert and author of From Brand Vision to Brand Evaluation, it has been comprehensively revised and updated with a raft of new cases and examples.

The book gives the professional and the student a deep understanding of the functioning and management of the modern brand and contains:

* Powerful analysis of new areas such as e-branding and e-marketing
* A completely new set of advertising and brand images to illustrate key points
* A powerful analysis of the key drivers of brand value

There can be no doubt that the power of brands in the international marketplace is still growing, and that Creating Powerful Brands, third edition, can explain both why and how they work.

* Comprehensive coverage of brand management
* Applications orientated, yet grounded on solid theory
* Frameworks organizing the principles of brand building

Customer Reviews:

Reviewed by International Corporate Branding Centre.......2001-04-30

Quick review : experienced practitioners and academics 2.5 stars - comes across as a student textbook, ideal for undergraduates or others looking for an up to date thorough introduction to the topic. However, it is doubtful if more advanced academics or already knowledgeable practitioners will appreciate the format or simple checklists given.

Full Review : This book's aim is to clarify the concept of brands, help plan for building powerful brands, and ensure a better return of investment.

Part one is a basic introduction to what brands and branding are, what different types there are, how brands have developed and why they are important.

Part two looks at effective brand management for consumer, business to business, service and retailer brands. It covers issues such as how consumers make choices and how these can be influenced, psychological and social aspects of consumer brads, and how consumers use brands for communication. The section on business to business brands cover how organisations buy brands and how this market is different to the consumer market. The section on service brands covers case studies from the financial and insurance markets, the differences between goods and services marketing, the roles of employees and customers in the delivery of service brands, and how these roles can be designed to strengthen service brands.

The authors argue that what is needed for the marketing of services is a fine-tuning of the existing branding theories and not a completely new theory.

Part two finishes off with a look at the growing power of retailers, who are increasingly producing good quality own brands.

Part three of the book is called 'Winning the brands battle' and it looks at ways of positioning and sustaining brands and brand added values, and how to fight off competitors. It also looks at brand planning. The authors argue that it is important to recognise and communicate core values, and keep them consistent.

The last chapter of the book looks at brand equity - how the health of a brand can be measured.

The Chartered Institute of Marketing produces books for students and practitioners, and this book does come across as a student textbook. It is a very well written textbook, ideal for undergraduates or others looking for an up to date thorough introduction to the topic. However, it is doubtful if more advanced academics or already knowledgeable practitioners will appreciate the format, with key arguments and definitions already noted in the margins, basic discussion about what marketing and brands are, frequent summaries and outlines of the conclusions.

Each chapter has a 'Marketing action checklist' at the end, which contains suggestions for organisations. However, even these look a bit like exam questions or tutorial exercises. For example, the checklist for chapter two suggests that you should 'Write down what you understand by the term 'brand' and compare your views with those of your colleagues.

On a minor point, non-UK readers may be unfamiliar with some of the companies mentioned in passing, for example Sainsbury and Hovis.

This book is of a different nature than Kunde's Corporate religion (see review at this site), which is more practitioner orientated and inspirational.

Creating Powerful Brands covers the basic concepts of branding, and for someone who is trying to improve his/her company's branding strategy the center would recommend them to read de Chernatony's and McDonald's book first in order to brush up on any weak areas of knowledge, and then Kunde's book as inspiration and motivation.

bible for branding.......2000-11-07

iam a marketing executive currently passed out of the b school.iam feeling sorry for not coming across this book in my school.excellent book.starts with a saying for the need of a brand and how a product is perceived as brands by customer quoting the famous pepsi and coke fight on customers mindshare, the blind test and all.this book not only says about the branding of the products but also branding of the various services and also how to do the branding for business to business transaction also.the author clearly mentions the straegies for the dealer outlets ,retail shops and also says in what way these branding can be converted to make profits.lot of advertisements also reprinted for explaining the role of advertising in building the brands.reference they have mentioned is extremely good.all the brand management experts names are mentioned. a good book for all students ,beginners and practitioners of branding.

Competing for Customers and Winning with Value: Breakthrough Strategies for Market Dominance

Average customer rating:

Competing for Customers and Winning with Value: Breakthrough Strategies for Market Dominance
R. Eric Reidenbach , and Reginald W. Goeke
Manufacturer: ASQ Quality Press
ProductGroup: Book
Binding: Paperback

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Dominating Markets with Value: Advances in Customer Value Management
Value-Driven Channel Strategy: Extending the Lean Approach
Know-How: The 8 Skills That Separate People Who Perform from Those Who Don't

ASIN: 0873896807

Book Description

This book brings together, for the first time, two very powerful concepts: customer value and competitive planning. Together they create a powerful tool that will generate breakthrough strategies for market dominance. The previously fashionable metrics of customer satisfaction have proven to be poor predictors of business performance, whereas the linkages between customer value and performance measures such as market share and profitability have been identified and documented. Value has been shown to be one of the best predictors of market share and customer loyalty available. Developing a system to harness value as a competitive weapon is an essential next step.

Competing with Customers presents a competitive planning template that enables organizations to actually harness their value creation and delivery systems to enhance their market performance. It is a planning system that focuses at the level where the organization makes money: selling products or services to people in specific markets or market segments. Readers will discover a clear blueprint for crafting breakthrough, value-added strategies. For many readers, it will challenge the way they look at their competition, their markets, and their industries. Competition will never look the same.

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