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Beyond The Familiar - Long-Term Growth Through Customer Focus And Innovation 9780470976319

作者: Patrick Barwise 著

出版社: Wiley

出版时间: 2011-03

版次: 1

ISBN: 9780470976319

定价: 259.00

装帧: 精装

开本: 16开

纸张: 胶版纸

页数: 174页

分类: 外文古旧书>英文书>管理

　　Strongcustomer-focusedcompanieshaveaclear,relevantpromisewhichtheyobsessivelydeliverday-in,day-out.Atthesametime,theyrelentlesslydrivethemarketbyevolvingtheofferinthefaceofmarketdevelopmentsandopportunities.Becausetheymeetcustomerneedsbetterthanthecompetition,againandagain,theyareabletogeneratesustainable,profitable,market-leadingorganicgrowth.Theproblemthebookaddressesishowtoachievethis.Theauthorsidentifyfivekeystepsusingtheirframeworkforsuccess:Offeraclear,relevantcustomerpromiseBuildcustomertrustbyreliablydeliveringthatpromiseContinuouslyimprovethepromise,whilestillreliablydeliveringitDrivethemarketbyinnovatingbeyondthefamiliarSupportallthiswithanopenorganizationthatpromotesfrankdiscussionbasedonclearfactsandmarketfeedback.Aboveallthebookrunscountertothefashionableclaimthatthestarting-pointforbusinesssuccessshouldbetofinda'blue-sky','out-of-the-box'breakthroughinnovation.BarwiseandMeehanusemanycompellingcasestoillustratehowmanagerscanfindwayswithintheirexistingnetworkandorganizationtoachievelongtermgrowth. 　　Patrick Barwise is emeritus professor of management andmarketing at London Business School and chairman of Which?, theUK's leading consumer organization. He joined LBS in 1976 after anearly career at IBM and has published widely on management,marketing, media, and research methods. He is an experiencedconference speaker and expert witness, having worked on commercial,tax, and competition cases in Brussels, Frankfurt, London, Parisand Washington. He has also has been involved in two successfulstart-up businesses: the online field research company Research Now(acquired by e-Rewards in 2009) and the online brand communityspecialist Verve. Seán Meehan is the Martin Hilti Professor ofMarketing and Change Management at IMD in Lausanne, Switzerland.Since joining IMD in 1997, he has directed both its MBA program andits Orchestrating Winning Performance open executive program, buthis main focus has been on designing and delivering customizedofferings for leading global companies such as Air France-KLM,Caterpillar, Hilti, Mastercard, Sandvik, Telefonica, and Toyota.His research is about understanding and addressing the challengesof becoming customer-focused. His early career was in clientservice and marketing roles at Arthur Andersen and Deloitte. Theauthors' previous book, Simply Better: Winning and KeepingCustomers by Delivering What Matters Most, won the AmericanMarketing Association's 2005 Berry-AMA Book Prize and has beentranslated into seven other languages. Their research has also beenpublished in the Harvard Business Review, MIT Sloan ManagementReview, and other leading management journals. PREFACE.

ACKNOWLEDGEMENTS.

Chapter 1 What Every CEO Wants.

Chapter 2 Your Promise to the Customer.

Chapter 3 Delivering Today's Promise Better and Better EveryDay.

Chapter 4 Driving the Market by Relentlessly Improving thePromise.

Chapter 5 Innovating Beyond the Familiar.

Chapter 6 Opening Up: What Leaders Must Do.

Postscript.

End Notes.

Index.

About the Authors.
内容简介:
　　Strongcustomer-focusedcompanieshaveaclear,relevantpromisewhichtheyobsessivelydeliverday-in,day-out.Atthesametime,theyrelentlesslydrivethemarketbyevolvingtheofferinthefaceofmarketdevelopmentsandopportunities.Becausetheymeetcustomerneedsbetterthanthecompetition,againandagain,theyareabletogeneratesustainable,profitable,market-leadingorganicgrowth.Theproblemthebookaddressesishowtoachievethis.Theauthorsidentifyfivekeystepsusingtheirframeworkforsuccess:Offeraclear,relevantcustomerpromiseBuildcustomertrustbyreliablydeliveringthatpromiseContinuouslyimprovethepromise,whilestillreliablydeliveringitDrivethemarketbyinnovatingbeyondthefamiliarSupportallthiswithanopenorganizationthatpromotesfrankdiscussionbasedonclearfactsandmarketfeedback.Aboveallthebookrunscountertothefashionableclaimthatthestarting-pointforbusinesssuccessshouldbetofinda'blue-sky','out-of-the-box'breakthroughinnovation.BarwiseandMeehanusemanycompellingcasestoillustratehowmanagerscanfindwayswithintheirexistingnetworkandorganizationtoachievelongtermgrowth.
作者简介:
　　Patrick Barwise is emeritus professor of management andmarketing at London Business School and chairman of Which?, theUK's leading consumer organization. He joined LBS in 1976 after anearly career at IBM and has published widely on management,marketing, media, and research methods. He is an experiencedconference speaker and expert witness, having worked on commercial,tax, and competition cases in Brussels, Frankfurt, London, Parisand Washington. He has also has been involved in two successfulstart-up businesses: the online field research company Research Now(acquired by e-Rewards in 2009) and the online brand communityspecialist Verve. Seán Meehan is the Martin Hilti Professor ofMarketing and Change Management at IMD in Lausanne, Switzerland.Since joining IMD in 1997, he has directed both its MBA program andits Orchestrating Winning Performance open executive program, buthis main focus has been on designing and delivering customizedofferings for leading global companies such as Air France-KLM,Caterpillar, Hilti, Mastercard, Sandvik, Telefonica, and Toyota.His research is about understanding and addressing the challengesof becoming customer-focused. His early career was in clientservice and marketing roles at Arthur Andersen and Deloitte. Theauthors' previous book, Simply Better: Winning and KeepingCustomers by Delivering What Matters Most, won the AmericanMarketing Association's 2005 Berry-AMA Book Prize and has beentranslated into seven other languages. Their research has also beenpublished in the Harvard Business Review, MIT Sloan ManagementReview, and other leading management journals.
目录:
PREFACE.

ACKNOWLEDGEMENTS.

Chapter 1 What Every CEO Wants.

Chapter 2 Your Promise to the Customer.

Chapter 3 Delivering Today's Promise Better and Better EveryDay.

Chapter 4 Driving the Market by Relentlessly Improving thePromise.

Chapter 5 Innovating Beyond the Familiar.

Chapter 6 Opening Up: What Leaders Must Do.

Postscript.

End Notes.

Index.

About the Authors.

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Beyond The Familiar - Long-Term Growth Through Customer Focus And Innovation 9780470976319

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