The Ends Game: How Smart Companies Stop Selling Products and Start Delivering Value

ISBN-13: 9780262542777 / Angielski / Miękka / 2022 / 200 str.

Marco Bertini; Oded Koenigsberg

Spis treści

Series Foreword ix 
Preface xi 
Introduction: From Promises to Proof 1 
I Context 
1 Unfinished Business 13 
2 Beyond Needs and Journeys 25 
3 Leaner Commerce 37 
II Models 
4 Shaving, Rocking Out, and Looking Fabulous 47 
5 Flying Hours, Wash Cycles, and Miles Driven 61 
6 Laughter, Rocks, and Quality of Life 77 
III Action 
7 Committing to Outcomes 91 
8 Breaking the Quality Paradox 101 
9 Getting Up Close and Personal 111 
10 Partnering with Customers 119 
11 Making Your Move 131 
Notes 143 
Index 165

O autorze

Marco Bertini is Associate Professor of Marketing at Esade Universitat Ramon Llula. Oded Koenigsberg is Professor of Marketing and Deputy Dean at London Business School.