Breaking Through: Implementing Customer Focus in Enterprises / Edition 1

by S. Vandermerwe

Overview

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.

Product Details

ISBN-13:	9781403935038
Publisher:	Palgrave Macmillan UK
Publication date:	06/04/2004
Series:	Bloomberg Professional Library
Edition description:	2004
Pages:	209
Product dimensions:	5.51(w) x 8.50(h) x 0.03(d)

About the Author

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).

Table of Contents

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

Editorial Reviews

'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

From the Publisher