Eleventh Commandment
The ideas and concepts expressed in this book come from over a decade of studying and working with different organizations, watching a new paradigm emerge and being made to happen by the men and women who run some of the world's leading corporations and institutions. "Understanding our customers, their needs and expectations has been and continues to be a journey for our company. The Eleventh Commandment is the perfect travel companion by offering a rare combination of experience-based...
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How many of today's leading corporations are successfully winning back old customers and attracting new ones The new purchasing patterns of disenchanted customers and the demise of brand loyalty have compelled many endangered corporate giants to radically alter their thinking about product design and marketing. This book describes how leading companies such as IBM, Nestle, Dupont, AT&T, and Panasonic have stopped creating products for "buyers" and have started considering the long-term needs of users. * Packed with real-world cases which demonstrate crucial ideas, tools, and techniques in action at leading firms SANDRA VANDERMERWE (London, England) holds a chair in Management at the Management School Imperial College, London. Her latest book is Tin Soldiers to Russian Dolls.
PrefaceSect. 1Making the Proactive Leap1Sect. 2Looking Beyond What You Can See17Sect. 3Reversing the Logic27Sect. 4Moving Minds to Markets45Sect. 5Becoming the "Gateway" to Customer Solutions63Sect. 6Being All Things to Some People75Sect. 7Making Commitment Enduring89Sect. 8Jumping Into the Customer's Activity Cycle105Sect. 9Getting Into the Customer's High Ground125Sect. 10Building New "Competitive Spaces"139Sect. 11Learning to Behave as One153Sect. 12Converting Intention Into Value169Sect. 13Operating on Twin Tracks193References, Bibliography and Points of Departure209Index231
