Simply better winning and keeping customers by delivering what matters most / Patrick Barwise, Sean Meehan.

By:

Barwise, Patrick [Author]

Contributor(s):

Meehan, Seán []

Material type: Text

text

Media type:

computer

Carrier type:

online resource

ISBN:

9781633692800

Subject(s):

Genre/Form:

Electronic Books.

LOC classification:

HF5415 .S567 2004

Online resources:

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Available additional physical forms:

Contents:

Subject: 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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Holdings
Item type	Current library	Collection	Call number	URL	Status	Date due	Barcode
Online Book (LOGIN USING YOUR MY CIU LOGIN AND PASSWORD)	G. Allen Fleece Library ONLINE	Non-fiction	HF5415.335.37 2004 (Browse shelf(Opens below))	Link to resource	Available		on1031339919

Includes bibliographies and index.

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.

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

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