Simply Better: Winning and Keeping Customers by Delivering What Matters Most
***Winner of the 2005 Berry-AMA Award***\ A No-Nonsense Approach to Customer-Focused Business\ In their relentless quest for differentiation, many companies have poured their energies into making their offerings distinctive from competitors'. Yet, according to marketing experts Patrick Barwise and Seán Meehan, in doing so companies have neglected the very basic activities that matter most to customers.\ This refreshingly straightforward book argues that it is not the addition of unique gizmos...
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Barwise (management and marketing, London Business School) and Meehan (marketing and management, IMD, Lausanne, Switzerland) argue that the focus in recent years on "bells and whistles" types of differentiation without attending to customers' basic needs has failed to win companies loyal customers. They offer a no-nonsense, back-to-basics manifesto for experienced managers, calling for a return to providing basic customer service needs, including good service, on-time delivery, and quality products. Annotation ©2004 Book News, Inc., Portland, OR September 16 2004 - Financial Times this is a welcome book that sheds light on a glaring deficiency in contemporary business culture.
1Differentiation that matters12How customers really see your brand293Identifying generic category benefits614Challenges of innovating to drive the market895Caution : inside-the-box advertising doesn't work1156Customer-focused mind-set1457How to be simply better171
\ Financial Timesthis is a welcome book that sheds light on a glaring deficiency in contemporary business culture.\ —September 16 2004\ \
