In this book the author brings together distinctive and cutting edge work based upon her own research and work with leading companies in the overlapping areas of strategy, marketing and innovation to provide a new and dynamic model to implement customer focus in enterprizes. In an environment of falling margins the model shows how to increase value to customers and improve business results.
In this book the author brings together distinctive and cutting edge work based upon her own research and work with leading companies in the overlapping areas of strategy, marketing and innovation to provide a new and dynamic model to implement customer focus in enterprizes. In an environment of falling margins the model shows how to increase value to customers and improve business results.
SANDRA VANDERMERWE is Professor of International Marketing and Services at Imperial College Management School, London. She is a prolific and bestselling author whose work is based on ongoing, application driven research and collaboration with leading thinkers and practitioners. She works with several leading companies, has published in numerous academic journals and is on the editorial board of several international journals. Her bestselling books include, From Tin Soldiers to Russian Dolls: Creating Added Value Through Services (Butterworth Heinemann, 1993), The 11th Commandment: transforming to 'Own' Customers (John Wiley, 1996) and Customer Capitalism: Getting Increasing Returns in New 'Market Spaces' (Nicholas Brearley, 1999).
Inhaltsangabe
Introduction The Model The Awakening Create Discomfort Lay the Foundation The Discovery Articulate the Space Uncover the Opportunities The Story Build a Compelling Case Work the Numbers The Engagement Model the Concept Get the Take-Up The Monetization Gather Momentum Absorb the Learning
Introduction PART I: FIRST PHASE: THE AWAKENING Breakthrough 1: Create Strategic Discomfort and Excitement Breakthrough 2: Reframe New Beliefs PART II: SECOND PHASE: THE DISCOVERY Breakthrough 3: Articulate the 'Market Space' Breakthrough 4: Identify the Value Opportunities PART III: THIRD PHASE: THE STORY Breakthrough 5: Build a Compelling Case Breakthrough 6: Size the Prize PART IV: FOURTH PHASE: THE ENGAGEMENT Breakthrough 7: Model the Concept Breakthrough 8: Get People Working Together PART V: FIFTH PHASE: THE REWARD Breakthrough 9: Reach Critical Mass Breakthrough 10: Gather and Sustain Momentum
Introduction The Model The Awakening Create Discomfort Lay the Foundation The Discovery Articulate the Space Uncover the Opportunities The Story Build a Compelling Case Work the Numbers The Engagement Model the Concept Get the Take-Up The Monetization Gather Momentum Absorb the Learning
Introduction PART I: FIRST PHASE: THE AWAKENING Breakthrough 1: Create Strategic Discomfort and Excitement Breakthrough 2: Reframe New Beliefs PART II: SECOND PHASE: THE DISCOVERY Breakthrough 3: Articulate the 'Market Space' Breakthrough 4: Identify the Value Opportunities PART III: THIRD PHASE: THE STORY Breakthrough 5: Build a Compelling Case Breakthrough 6: Size the Prize PART IV: FOURTH PHASE: THE ENGAGEMENT Breakthrough 7: Model the Concept Breakthrough 8: Get People Working Together PART V: FIFTH PHASE: THE REWARD Breakthrough 9: Reach Critical Mass Breakthrough 10: Gather and Sustain Momentum
Rezensionen
'Brings together work with leading companies in the overlapping areas of strategy, marketing and innovation to provide a new, dynamic, model that helps implement greater customer focus within enterprises. Essentail reading for anyone concerned with these issues.' - Long Range Planning
'This is an interesting and well-written book that challenges many conventions.' - Professional Manager
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