TY  - BOOK
AU  - Barwise,Patrick
AU  - Meehan,Seán
TI  - Simply better: winning and keeping customers by delivering what matters most 
SN  - 9781633692800
AV  - HF5415 .S567 2004
PY  - 2004///
CY  - Boston, Massachusetts
PB  - Harvard Business Review Press
KW  - Consumer satisfaction
KW  - Evaluation
KW  - Marketing
KW  - Electronic Books
N1  - 2; Intro; Contents; Preface; Acknowledgments; Chapter 1: Differentiation That Matters; Chapter 2: How Customers Really See Your Brand; Chapter 3: Identifying Generic Category Benefits; Chapter 4: Challenges of Innovating the Drive the Market; Chapter 5: Caution: Inside-the-Box Advertising Doesn't Work; Chapter 6: Customer-Focused Mind-Set; Chapter 7: How to Be Simply Better; Notes; Index; About the Authors; 2; b
N2  - Most executives believe that winning and keeping customers requires offering something unique. But as physical products are seen as increasingly hard to differentiate, companies resort to branding, gimmicks, and "thinking outside the box." Meanwhile, customers are less satisfied than they were a decade ago. Patrick Barwise and Seán Meehan argue that most companies have taken differentiation so far that they've left their customers behind. Customers don't want bells and whistles and don't care about trivial differences between brands. What they really want are quality products, reliable service
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ER  -