Name any industry and more likely than not you will find that the three strongest, most efficient companies control 70 to 90 percent of the market. Here are just a few examples:
McDonald's, Burger King, and Wendy's
General Mills, Kellogg, and Post
Nike, Adidas, and Reebok
Bank of America, Chase Manhattan, and Banc One
American, United, and Delta
Merck, Johnson & Johnson, and Bristol-Myers Squibb
Based on extensive studies of market forces, the distinguished business school strategists and corporate advisers Jagdish Sheth...
Name any industry and more likely than not you will find that the three strongest, most efficient companies control 70 to 90 percent of the market. He...
The authors present a powerful and tested approach that helps managers see a business s every action through the eyes of its customers. This approach is organized around the values that matter most to customers: Acceptability, Affordability, Accessibility and Awareness. Taken together, these attributes are called the "4A s." The 4A framework derives from a customer-value perspective based on the four distinct roles that customers play in the market: seekers, selectors, payers and users. For a marketing campaign to succeed, it must achieve high marks on all four A s, using a blend of...
The authors present a powerful and tested approach that helps managers see a business s every action through the eyes of its customers. This approa...
