The Eleventh Commandment : Transforming to "Own" Customers

ISBN-13: 9780471958239 / Angielski / Twarda / 1996 / 262 str.

Sandra Vandermerwe

Opis

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.

Spis treści

Partial table of contents:

MAKING THE PROACTIVE LEAP.

Don′t Miss the Moment.

LOOKING BEYOND WHAT YOU CAN SEE.

Finance Baffles Brains.

REVERSING THE LOGIC.

The Linear Trap.

MOVING MINDS TO MARKETS.

Making Missions Market Making.

BECOMING THE GATEWAY TO CUSTOMER SOLUTIONS.

Redefining Value.

BEING ALL THINGS TO SOME PEOPLE.

Moving Beyond Segmentation.

MAKING COMMITMENT ENDURING.

Using Diffusion to Get Commitment.

JUMPING INTO THE CUSTOMER′S ACTIVITY CYCLE.

The Value Add is the Experience.

GETTING INTO THE CUSTOMER′S HIGH GROUND.

Changing the Nature of the Customer Relationship.

BUILDING NEW COMPETITIVE SPACES.

In Search of New Building Blocks.

LEARNING TO BEHAVE AS ONE.

Altering the Way the Company Really Works.

CONVERTING INTENTION INTO VALUE.

Success as a Motivator.

OPERATING ON TWIN TRACKS.

Living with Ambiguity.

References, Bibliography and Points of Departure.

Index.

O autorze

Professor Sandra Vandermerwe moved to London in 1995 to accept the post of Professor of Management at The Management School, Imperial College of Science, Technology and Medicine, London. This continues her interest in customers and companies which she began in the early 1970s writing her doctorate on "The Influence of the Marketing Concept on Company Performance". She is a scholar and speaker of international repute. Apart from her teaching and research activities she works with practitioners, consulting and researching with them to help transform their organizations. After a sociology degree she worked in business. An MBA and doctorate in marketing was followed by a career as Professor of Marketing at The University of the Witwatersrand (Wits) in South Africa. She moved to Switzerland where she spent a decade teaching and consulting globally on the subject as Professor of International Marketing and Services at IMI and then at the newly formed IMD. She has written several books, articles and award–winning cases. Her most recent books are: From Tin Soldiers to Russian Dolls: Creating Added Value through Services, a co–authored publication with Christopher Lovelock, Competing through Services, Strategy and Implementation: Cases and Text: and Cases in European Marketing Management with John A. Quelch and Kamran Kashani.

Blurb

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 insights from leading companies and challenging new concepts on the many dimensions of building and keeping long–term customer relationships. I am convinced that Sandra Vandermerwe′s book will provide our managers with a valuable source of inspiration for moving even closer to our customers in the future." Rolf Hiippi, Chairman & CEO, Zurich Insurance Company, Zurich, Smitzerland. "Sandra Vandermerwe is one of the most innovative thinkers in her field ... she has a deep insight into Services, based on her consulting work with leading companies, many of which have a global reach. This new book gives a new understanding to the creation of value in the eyes of the customers on a sustained basis."Fean–Charles Levy, General Manager, IBM Eurocoordination, Paris, France. "The Eleventh Commandment is an excellent book that first and foremost asks the right questions, but importantly it also provides many right answers. The Customer Activity Cycle is the key which opens the door to a rich menu of new theory based on latest best practice. For reflective practitioners who need to link theory to practice, it′s a must." Derek F. Abell, IMD, Lausanne, Smitzerland. "This is a very readable book but it is not an easy read. It′s feisty and provocative and at times I felt downright uncomfortable. We′re not really like that, are we? ... it′s not just theoretical, it′s practical and peppered with common–sense examples and good practices. A must read for anyone who thinks seriously about business." Steve Rogers, General Manager, Fuji Xerox Asia Pacific Pte Ltd. "... goes beyond the ′talk′ of customer focus; it shows the depth of the new thinking, and how to succeed using it. I want everyone who joins us to read this." Patty Lyon, Senior Partner, Ogilvy & Mather Direct, New York, USA. "Unlike other strategic marketing books, she provides a real workable tool that all managers in any organization can quickly use to understand, explore and invent what a customer values most. The tool is most powerful and almost guarantees new business when used together with the customer to explore the new competitive spaces." Peter Lewis, Managing Director, Fiffy Packaging Company Ltd, Cheshire, UK.