Book Description
Selling Today: Creating Customer Value, one of the most popular sales information books on the market, offers readers a blend of time-proven fundamentals and new practices needed to succeed in today's information economy. It emphasizes the need for salespeople to be guided by the new principle of personal selling: establishing partnerships that are maintained by customer value, created by the salesperson. This edition stresses the need for sales professionals to cope with new forces shaping the world of sales and marketing, and emphasizes the strategies for long-term success.
It provides comprehensive coverage of consultative selling, strategic selling, partnering, and value-added selling. Sales force automation is also a major theme.
For sales and marketing professionals.
Average customer rating:
- A Great Read for Today's Entrepreneur
- Timeless yet generally fresh, worth the re-read
- Mass Customization: A Paradigm of Paradox
- Repeated ideas, though good
- From mass customization to versioning...
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Markets of One: Creating Customer-Unique Value through Mass Customization
Manufacturer: Harvard Business School Press
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Similar Items:
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The Experience Economy: Work is Theater and Every Business a Stage
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Field Guide for the Experience Economy
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Build-to-Order & Mass Customization; The Ultimate Supply Chain Management and Lean Manufacturing Strategy for Low-Cost On-Demand Production without Forecasts or Inventory
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The Experience Is the Marketing--A Special Report
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Making Mass Customization Work
ASIN: 1578512387 |
Book Description
What does it mean "to dell?" This newly coined business verb means to mass-customize, making products only in response to actual demand. This allows a product to "go direct" to a customer, and it's what Dell Computer does instead of forcing mass-produced computers on its customers. And Dell's not alone.
As Editors Jim Gilmore and Joe Pine point out in their introduction to
Markets of One, mass customization is a trend that has caught on among consumer and business-to-business companies alike - think of Levi's jeans, Aramark's hospital services, Select Comfort mattresses, and Peapod or Streamline grocery delivery, to name a few. Companies customize their offerings to meet the unique needs of individual customers so that nearly everyone can obtain exactly what they want at a reasonable price. It's a paradigm shift away from the one-size-fits-all way managers have thought about markets over the past century- today, every individual customer is a market of one.
This collection of ten Harvard Business Review articles chronicles the evolution of business competition from mass markets to markets of one-in other words, from creating standardized value through mass production to creating customer-unique value through mass customization. The book examines many of the resulting changes in approach to strategy and operations-for example, moving from pushing products to fulfilling individual needs, from focusing solely on market share to measuring customer share, and from marketing to the masses to cultivating learning relationships with each customer.
Markets of One offers the best of the leading thinkers on the topic, exploring both the promise and pitfalls of mass customization. Practical applications are presented with examples of leading companies who successfully mass customize for markets of one. A Harvard Business Review Book
Customer Reviews:
A Great Read for Today's Entrepreneur.......2005-07-30
The dilemma: technology has created a scenario in which virtually infinite supply and variety are possible. When supply is infinite, opportunities for profit disappear. How then, can companies make money?
This book addresses this fundamental issue, and shows how companies can create and market viable business models in today's business environment. Internet entrepreneurs who feel like they have a great idea but are unsure of the specifics as to how it should be constructed will find this to be a very valuable book. You may not find all of it to be worthwhile, but the ideas you do grab will be immensely useful.
Timeless yet generally fresh, worth the re-read.......2002-06-11
Have read most of the authors in this volume, but still refer back to my yellow hi-liting and post-it tabs. Tempting to read only executive summaries, but these fail to capture the needed depth provided in the chapters. One of the better compilations I've come across in some time. Probably only thing that's missing is "how to." I suspect that requires more than just deep thinking, but a cross-disciplinary team.
Mass Customization: A Paradigm of Paradox.......2000-11-04
Gilmore and Pine co-authored The Experience Economy, a book I consider one of the most important business books written in recent years. In this volume, they anthologize ten essays which -- together -- answer questions such as these:
1. What is "the emerging theory of manufacturing"? (Peter Drucker)
2. How to market in "the age of diversity"? (Regis McKenna)
3. How to manage in "an age of modularity"?
4. Do you want to keep your customers forever? (Pine, Don Peppers, and Martha Rogers)
5. Is your company ready for one-to-one marketing? (Peppers, Rogers, and Bob Dorf)
6. What are the correlations between "breaking compromises" and "breakaway growth"? (George Stalk, Jr., David K. Pecault, and Benjamin Burnett)
7. What are the "four faces" of mass customization"? (Gilmore and Pine)
8. What is "versioning"? Why is it the smart way to sell information? (Carl Shapiro and Hal R. Varian)
9. How to make mass customization work? (Pine, Bart Victor, and Andrew C. Boynton)
10. What does "managing by wire" involve? (Stephan H. Haeckel and Richard L. Nolan)
At the conclusion of their book, the authors also provide immensely helpful "Executive Summaries" of key points made in each of the various essays, and, brief but informative comments about those who wrote them. If you are looking for the single best source of information and about mass customization, look no further.
Repeated ideas, though good.......2000-03-04
Good book but too much repeated from "Mass Customization"...the author's excellent preceding title.
From mass customization to versioning..........2000-03-01
This book is a winner! I've relied on mass customization strategies in my consulting practice for the past 5 years. These strategies allow consultants to win the speed-to-market wars while still providing high quality deliverables. Also, the chapter on "versioning" is a mind blower, and is definitely relevant to e-publishers everywhere. You can't go wrong with this contemporary business text.
Book Description
In this visionary book, C. K. Prahalad and Venkat Ramaswamy explore why, despite unbounded opportunities for innovation, companies still can't satisfy customers and sustain profitable growth. The explanation for this apparent paradox lies in recognizing the structural changes brought about by the convergence of industries and technologies; ubiquitous connectivity and globalization; and, as a consequence, the evolving role of the consumer from passive recipient to active co-creator of value. Managers need a new framework for value creation. This book is about the emerging "next practices" in value creation.
Increasingly, individual customers interact with a network of firms and consumer communities to co-create value. No longer can firms autonomously create value. Neither is value embedded in products and services per se. Products are but an artifact around which compelling individual experiences are created. As a result, the focus of innovation will shift from products and services to experience environments that individuals can interact with to co-construct their own experiences. These personalized co-creation experiences are the source of unique value for consumers and companies alike.
In this emerging opportunity space, companies must build new strategic capital-a new theory on how to compete. This book presents a detailed view of the new functional, organizational, infrastructure, and governance capabilities that will be required for competing on experiences and co-creating unique value. This is the future of competition.
Customer Reviews:
Future of marketing..........2006-06-19
Caveat - I see most things from a marketer's prospective, hence, I read this book in that context. I think the ideas of Prahalad and Ramaswamy are the future of marketing. If you take a look at a few of today's successful companies, including Amazon.com and eBay for instance, you will see that one of the reasons they have been so successful is because they worked with their customers. I think the book should be required reading for anyone going into the marketing field.
Nothing insightful that is worth the onerous read.......2005-06-22
The authors have created a massive text that does not add much to the earlier paper they had published. The book has mainly two messages - maximizing customer experience is the basis of value creation and firms have to be experience-driven rather than product-centric. (BTW, these are the author's buzz words not mine
).
They cite cases that have no hard links to their messages but a tenous connection. There is no proof or metrics to show that this is the way to go.
I am sure the academics have the luxury of writing long books to sustain their tenureship compared to us real-world practioners, where things have to work now or in the next quarter for us to go anywhere in the corporate world. Sorry, academics.
Breakthrough Thinking for higher IQ managers.......2005-04-23
The concepts presented in the book are deceptively easy to gloss over. I do not blame the reviewers at this site who did not 'get it'.
This is not something one can expect to read and understand over a coast-to-coast flight like most of the popular business books one tends to find at the airport book stores.
It is heavily intellectual content and for those who do 'get it', the payoffs can be huge, as have been documented by the real-life examples presented in the book. There are no quick fixes here and no 'if you have problem A, do X' type remedies, nor the 'company A did X and it worked for them' type anecdotal evidence.
Real-life examples have been used to demonstrate the backbone of the theory. This is necessary because there is no evidence of the concept of co-creation present yet in the collective *consciousness* of the managers today (it does happen accidentally, though).
Now you must be wondering how I can be so emphatic about stating my opinion. Well, I have had the fantastic opportunity to do some work on this subject during my MBA program through the B-school class offered by one of the authors at Ross Business School, as well as the opportunity of doing independent research on the subject matter of this book.
I can assure the prospective reader that the material requires serious mental exercise, and the theory and frameworks are not easy to grasp or implement. The reason for this is that the implementation of the concepts being presented requires some serious inside-out redesign of the organization, processes, systems as well as value appropriation contracts..
However, for those interested in finding out about which direction to look to innovate, especially the entrepreneurial types, this is an excellent opportunity to learn something new and apply it to the extent your own organizational processes, systems and capabilities will allow, or create ground-up organizations, processes, systems and capabilities to take advantage of the opportunities to the fullest.
Sunil Chhaya, Ph.D.
Disappointing.......2004-08-01
C.K. Prahalad must be getting a bit long in the tooth. Or perhaps he has had difficulty in recent years finding a co-author as talented as Gary Hamel. Whatever his excuse, his latest book is a disappointing throwback to specious management bestsellers of the 80s and 90s. Prahalad's book is long on clichés and short on insight. The central thesis of the book is a rehash of Kotler's better articulted work on the prosumer. Given all of their emphasis on "value co-creation" the book seems woefully short on profitability and ROI numbers. I couldn't find any case studies that showed the value in value co-creation. At the same time, truly innovative and competitive "value co-creation" businesses - Linux, Apache and the whole open source software movement which Microsoft now finds so threatening - are barely mentioned. Are we just to take the authors' word for it that companies adopting a "C-type" structure are automatically profitable? Hmm. Maybe it depends on whether these firms adopt "X,Y, or Z-type" management. Can lucrative consulting gigs be far behind?
must read for 21st century human.......2004-07-15
Alvin Toffler has indicated customization is future trend. He is(was) right.
The future of competition shows what, why, and how ( sometimes, who) about the future of product and service. What a corporation must do in order to integrate cusomter's experience into their production process and how to organize the company in order to do it. A must read book for 21st century human, why? because any interaction is an experience and if you extend the metaphor of product, any interaction is a 'product'. If you have been of good reputation, you will 'sell' well on whaterver you say or do. Because people 'buy' it.
Book Description
Internationally acclaimed business gurus and best-selling authors Don Peppers and Martha Rogers kicked off the CRM revolution and changed the landscape of business competition with their classic bestseller, The One to One Future. Now, in Return on Customer, they have written an even more revolutionary book, redefining the very concept of what it means to be “profitable” as a business.
Virtually every manager agrees that a company’s most vital asset is its customer base – the lifetime values of all its current and future customers. Yet when companies track their financial results, they rarely take into account any change in the value of this critical asset. As a result, managers remain blind to one of the most significant factors driving genuine, lasting business success, and instead become preoccupied with achieving short-term financial goals.
Return on Customer is the first book to focus on how firms create value, not just by driving current profits, but by preserving and increasing customer lifetime value. In a powerful blend of theory and practice, Peppers and Rogers demonstrate how to create shareholder value more efficiently by concentrating on Return on Customer(SM), a revolutionary business metric focused on a company’s scarcest resource – customers. By paying close attention to Return on Customer, companies can improve their profits while still conserving and replenishing long-term enterprise value.
Relying on their years of experience working with many of the world’s leading companies, Peppers and Rogers take readers far beyond marketing, sales, and service. Return on Customer will revolutionize how companies think about their basic competitive strategy, product development efforts, and even the issue of business ethics and corporate governance.
Return on Customer(SM) is a registered service mark of Peppers & Rogers Group, a division of Carlson Marketing Group, Inc.
“To remain competitive, you must figure out how to keep your customers longer, grow them into bigger customers, make them more profitable, and serve them more efficiently. And you want more of them.
Unfortunately, the financial metrics you learned in business school are not easily adapted to account for the value companies generate from this scarce resource, with the right balance between current-period sales and customer lifetime value. But striking that balance is necessary if you want to know whether you’re better off investing in customer acquisition, or in product development, or opening new stores, or plant efficiency, or better qualified personnel, or more service, or cost reduction. While you may believe in your heart that a particular decision creates shareholder value, there’s no financial metric currently available to tell you how much shareholder value you actually created, or even whether you created any at all.
But Return on Customer can help you. Return on Customer is a breakthrough financial metric that can quantify the actual shareholder value you are creating (or, possibly, destroying) with your various business actions and initiatives.”
—from Return on Customer
Customer Reviews:
Moving mountains isn't easy.......2006-09-16
Thirteen years ago, Peppers and Rogers' "The One to One Future" moved customer status from that of corporate pawn to valuable partner. Ensuing books - theirs and others - refined and facilitated that strategy.
Now "Return on Customer" justifies the customer a seat and powerful vote on the board. It provides principles, compelling logic and financial rationale that management, analysts and investors can utilize, develop and apply within their corporation. Moving mountains isn't easy, "Return on Customer" goes a long way to fuel that shift.
More daft nonsense from the people behind the CRM fiasco.......2006-07-03
So many managers read the 1-1 rubbish and wasted millions on CRM systems that were ill conceived and poorly managed.
And now the same people take their old 1-1 idea and add customer lifetime value (LTV). While there's no arguing that LTV is important, the authors do not illuminate how it works or why it's important. The book could have delivered its message in a 5 page article.
A real problem, and a practical one "where do these numbers come from" is left unanswered. It's frustrating and disappointing that the Peppers & Rogers buzz-marketing machine has deflected so much attention to themselves and away from better books on similar topics.
Suggested reading:
- Customer Equity (Blattberg)
- Marketing and the Bottom Line (ISBN: 0273661949)
- Marketing Payback (ISBN: 0273688847)
Poorly written, lack of substance, over-stretched on one single term and impractical.......2006-03-04
Except the very equation of ROC which is a natural extension of ROI, and chapter 12 on data privacy issue that are quite unique in themselves, it is by far the worst book of its kind I had read within the last 30 days, amongst them "Technology and Customer Service" by Paul Timm, "Customer Share Marketing" by Tom Osenton, "The Dollarization Discipline" by Jeffery Fox, "Loyalty Rules" by Frederick Reichheld and "The Customer Loyalty Solution" by Arthur Hughes. I quoted those names not to boast anything, but to express my strong disappointment and frustration against this book or the authors, that I really feel being cheated of my valuable time and price of the book. I sincerely recommend you to look for something much better, which is so easy to find, if you truly want to learn CRM.
Disappointing.......2006-02-23
This shall be an interesting short article not a book. Too much padding. Any high school grad can easily summarize it in a one single A4 page. Disappointing since written by serious people.
Managing Your Customers as Investments, an Amazon book by GUPTA and LEHMAN is uncomparably better.
Peppers and Rogers Deliver A Fresh Perspective on Customer Value.......2005-12-10
There's so much written out there about customer loyalty, and so much of it is the same song n' dance. Fact is, so few of the loyalty gurus go to the place of bridging the vision and the tactics. Don and Martha have taken the tried-and-true tenets of customer value and customer loyalty and wrapped some measures around them so that executives, shareholders, and board members can begin understanding--and measuring--the value of their customer assets.
As with their other works, the authors offer a mixture of new ideas and real-world examples to bring their concepts home. The complexity of the work and thought required to understand not only customer interactions and behaviors, but there intentions, is explained via a clear and powerful framework that transcends marketing and advertising, and goes straight to the bottom line. I appreciated the book's organization, and the comprehensive end-notes were a nice annotation and background to the authors' thought processes and research.
Another successful work by two pioneers who will continue to propel customer focus forward!
Book Description
Not only do the goals of marketing departments often fail to match those of finance, they sometimes outright conflict. The two departments speak different languages, they have no clear link, and - bottom line - the markets for customers and investors are separate. But one innovative book can change everything. CREATING MARKET VALUE illustrates a cause-and-effect model of relationships between marketing and finance based on a common language, economic theory, and financial accounting data. This model links intangible assets to the market value of firms. Breaking with the tradition of valuing companies based on unrelated ratios and metrics, Dr. Victor Cook identifies three metrics that bind marketing and finance: the Value Sales Principle, the Rule of Maximum Earnings, and the Competitive Valuation Paradigm. These groundbreaking principles point to a model that unites important metrics from marketing and sales and adds to the understanding of exactly what drives the value of an organization.
Customer Reviews:
A new perspective for assessing firm performance.......2006-08-22
Competing for Customers and Capital is a must read for those in the finance and marketing areas, and especially for those who are, or aspire to be, upper-level managers. Whether you agree with his approach or not, the concepts Cook presents will encourage you to think about the marketing-finance interface in a new and collaborative way. As the first set of chapters is devoted to developing the theoretical constructs used in the book, I would suggest that you begin with chapter 5, read thought to the end and then come back and read chapter 1. Chapters 2 through 4 are not for the quantitatively challenged. For me the book's most evocative idea is illustrated in Chart 1-5, which suggests a much broader and longer term view of the customer as captured by the enterprise marketing concept. Enjoy!
Average customer rating:
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Creating Value for Customers: Designing and Implementing a Total Corporate Strategy
William Band
Manufacturer: John Wiley & Sons
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Binding: Paperback
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ASIN: 0471525936 |
Book Description
Even today with quality improvement the battle cry of American industry, the quality programs in most companies are limited to "conformance to technical standards," according to quality expert Bradley Gale. While some have ventured a step farther to measure customer satisfaction, few of them, Gale demonstrates, have attempted to track market-perceived "quality" -- how buyers select among competing suppliers, why orders are won or lost, and which competitors are succeeding in which market segments.
Using cases including Milliken & Company; AT&T, United Van Lines, and Gillette, Gale shows how leading-edge companies have gone beyond the minimal achievements of conformance quality and customer satisfaction to focus on the third, higher stage, "market-perceived quality versus competitors" and aspire to an emerging fourth stage, "true strategic management." Drawing on his extensive research at AT&T, Johnson & Johnson, Parke-Davis, and other world-class companies, Gale provides new metrics for market-perceived quality that are straightforward and easy to interpret. His set of seven integrative tools for customer value analysis makes up the heart of the "war room wall" to help guide business-unit teams in their effort to outperform competitors in satisfying customers. The great value of these tools is that they are derived from a future-oriented strategic navigation system that tracks competitive information and market-perceived quality. Learning to master this system accelerates customer satisfaction from a slogan to a science and leads ultimately to true strategic management -- the fourth stage of Total Quality Management.
The processes described in this book provide an insider's perspective on the criteria of the Baldrige Award. Bradley Gale's insights and innovative methods for defining, measuring, and improving market-perceived quality will create an entirely new thrust for the worldwide quality movement.
Customer Reviews:
Still highly relevant today.......2005-03-11
Managing Customer Value presents a simple yet powerful method to determine where your product falls relative to the competition with respect to quality and value. This exercise alone will most likely be an eye opener for any business. The book then provides the necessary steps that must be taken to shift the location of a product on the quality/value curve. Managing Customer Value is still highly relevant and best of all it is not that difficult to put into practice.
If you need tools..........2002-06-24
Dr. Bradley Gale is one of the world's leading authorities on the process of Value Mapping. Value Mapping is the technique of turning customer feedback from customers into powerful management tools that point the way to improve profits. Value Mapping is an excellent approach for industrial marketers to include in their arsenal of analytical tools. This book is filled with examples and framework templates that show you how to do it. The key for those of us in industrial marketing is getting the customer data. It's usually more difficult in industry, and there is often low or no funding available for market research. Once your company decides to stop "flying blind" this book can be exceedingly valuable as a handbook that covers to do with the information.
Prentis Hall
President
The Industrial Marketing Practice Association...
Practical and Useful.......2000-05-28
This book has much to recommend it - readable yet with somewhat of a quantitative approach to finding better ways to deliver value to customers.
Its' real worth is that it takes a view that requires the inclusion of the needs of the customer in the process of strategy development.
Too many books describe a process to improve the product or the supply chain without asking the most critical question - will anyone actually pay us for making these changes ?
If it has a (slight) shortfall, the book does not apply the same detail to integrating the needs of the customer to the decision making process. However, this is overcome by the sound way in which Gale seeks to assist us in finding ways to drive value for the customer.
Worth the investment - it does require some effort to read, but most worthwhile books are like that.
Average customer rating:
- A surprisingly good read!
- Good Read in the context of .com disasters
- The Best Book for the Post Internet Hype
- Value-centered, but overly repetitive
- Great for Start-ups!
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The eProcess Edge: Creating Customer Value & Business in the Internet Era
Peter Keen , and
Mark McDonald
Manufacturer: Osborne/McGraw-Hill
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Similar Items:
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The Process Edge: Creating Value Where It Counts
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Business Process Change: A Manager's Guide to Improving, Redesigning, and Automating Processes (The Morgan Kaufmann Series in Data Management Systems)
ASIN: 0072126264 |
Book Description
Learn how to combine new technology with business processes to increase revenue and boost profits through relationships and repeat business.
Customer Reviews:
A surprisingly good read!.......2002-06-26
In plain English, this book defines eProcess and how a company can use it to it's advantage. This book is littered with real-world examples and is absent of technology-babble. Furthermore, the examples also show how the absence -- or lack of -- eProcess negativley impacts a businesses performance.
I have a great understanding of the overall theory of eProcess and why a company MUST have one to survive in the eCommerce world in which we live.
Good Read in the context of .com disasters.......2001-03-18
Keen and McDonald do a great job in addressing issues that companies face in the "Internet Era." The text is well organized and emphasizes the fact that companies do need to focus on their customers and their processes. Their chapters on "out-tasking" and "in-sourcing" are helpful for those not familiar with these concepts. Additionally, the book helps "executive" types really understand the concept of "embedding" rules within a software interface. The chapters that focus on web "touch and texture" and value networks are also insightful. I believe that they did a great job in addressing "process."
However, like many of these types of books, it's written in "consultant" speak aka "Accenture" or "Andersen" speak. It lacks details and quite frankly that is where the devil can be found. The book provides limited examples of successful eCommerce implementations. Believe it or not, Amazon and National Semiconductor are not the only companies that have successfully performed eCommerce implementations. If your looking for technical details this is NOT the book for you. Additionally, the writing is a bit wordy. There are more than one sentence where authors use "thus, that" and other odd gramatical constructs. With better editing, I am sure that the book could have been made a little easier to read.
This a great read to learn more about strategy and process, but be prepared to "wade" through the jargon.
The Best Book for the Post Internet Hype.......2001-02-02
I found the eProcess Edge after a long search for guideance on making business decisions related to eCommerce. I do not work for a dot com and needed a way to make eCommerce real after all of the hype.
I have read Customers.com/NetWorth/NetGain/Killer App/eCommerce Stratgegy and many others. I found many of them good in concept but lacking in a grounding in reality. Not this book. It gets down to the business of eBusiness in terms that tell me how to make money in eCommerce. As the first chapter said its now time to "execute or die" and this book gives you the ideas to thrive in the post internet hype world.
The first chapter talks about the economic realiies of eCommerce. This really showed me how to pick the parts of my business that would benefit most from eCommerce. This helped me zero in on where to place my bets.
The book takes an interesting idea of looking at relationships between customers, trading partners and other parties. This view is vendor neutral -- they are not hyping a particular software product or idea. This view is different from the "IT intiiative" view where projects are defined by internal forces. It helped me recognize that eCommerce is more than just a technology, rather it is a new approach to business.
Relationships also opened my mind on how to structure my online/web experiences. How much did I have to provide to customers and trading partners? What did I want them to do? What did I need to provide?
These questions are structured into a series of worksheets and matricies with examples of how you make these decisions. I found this very helpful in bringing some reality to the table. Many books say "be customer centric" this book helps you understand what that means in real terms !
Latter chapters talked about how to organize the business for ecommerce, who to "source" processes through, and how to make these channels work with others. The Channel Harmonization part is particularly helpful as most people talk about failures (Channel conflict) and tell you to avoid this without providing avoidance strategies. This book tells you how.
To wrap up the book talks about how you manage eCommerce channels and an eCommerece business -- something I found no where else !
This book is one I see using as part of my eCommerce business. It is full of practical stuff that makes good business sense, rather than just fuels the fire.
Now that the internet bubble is over, this is one of the few books -- the only one so far -- that talks about how real business is done over the interent.
I highly recommend this book to anyone who is going to make investments in their business for eCommerce.
Value-centered, but overly repetitive.......2001-01-02
I enjoyed the main premis of this book-- focusing on value generation and the total commercial process, more business than technology. However, I felt the concept did not fully sustain itself throughout the book. Good points-- focus on customer's perception of value, rather than business's view, use of partnering with world class service providers. I would have liked perhaps a couple of more in-depth case studies, rather than tidbits that were offered. Also, some pointers on how to set of measurement systems that would support creation of value networks & custoemr focus.
Great for Start-ups!.......2000-09-13
This book speaks to the entreprenuer providing straight forward terms abou the processes needed to start and build an eBusiness. As a consultant, I would recommend this book to anyone starting on their own, to understand what is needed for your company before bringing in "professionals" to work with you. You'll have a better understanding of what's needed and how to work together to build the capabilities for your business.
Book Description
To be successful in today’s marketplace, a company must integrate its traditional business functions to provide superior value to targeted customers. This means creating an offering that echoes in the customers’ consciousness as a great deal for them. Why? Because the value provided serves customers best interests. In so doing, a business succeeds, attracts new customers, and is able to continually improve the value offered to existing customers.
Value Based Marketing for Bottom Line Success provides a 5-step model and critical tools necessary for creating and managing a successful Value Delivery marketing strategy. Customers buy value, not product or features. They buy from the company that provides the most value. And they buy what’s in their best interest. Consequently, the secret to customer retention and growing value relationships with customers is to always make it in their best interest to do business with you by providing the best value in the marketplace.
Value Based Marketing for Bottom Line Success: 5 Steps to Creating Competitive Value offers a Value Creation and Delivery process which will help a company to compete profitably in its marketplace by: 1) identifying the value expectations of target customers; 2) selecting the values on which it wants to compete; 3) analyzing the ability within the organization to deliver that value; 4) communicating the value & selling the value message; 5) delivering the value promised & improving the company’s value model.
A value-focused strategy, by definition, isn’t a mass marketing strategy; it’s a targeted laser strategy directed at chosen value segments that are profitable for the supplier. This text offers a customer value creation model, which shows how to create and sustain competitive advantage while delivering customer value and offers a method for quantifying customer lifetime value (CLV), which enables a company to identify which customer value segments it should target.
Customer Reviews:
Not Just marketing Common Sense.......2004-12-01
It's amazing how simple of a concept these 5 steps are. They are even outlined on the book's inside jacket. What is more amazing is that most companies or organizations don't bother following them. However if a company focuses on providing real vale to their customers and not just products, this book can help. Even non-for-profits or governmental agencies can re-focus their efforts to better serve their 'customers' by applying these methods. The concepts stay the same.
A First in Down-to-Earth Marketing.......2003-01-07
This book is a first in practical, down-to-earth marketing, driven from the customer perspective. Portraying a very logical and simple five-step model, supported by cases where the model has been followed successfully.
Each chapter also has a checklist and a set of key insights, making it easy to scan and lift the essentials
A MUST for all marketers.
Product Description
Churchill and Peter are two of the most respected educators and researchers in the marketing discipline. Their text has a strong theme of customer value, and offers coverage of the most current topics: relationship marketing, technology, IMC, global marketing, services, and small businesses (through extensive examples). This concise text is less than 700 pages and is completely updated with all references from 1996 or later. The extensive supplements package was thoroughly revised, updated, and reviewed by at least 3 marketing instructors to ensure quality.
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