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Creating a Company for Customers Malcolm Mcdonald

Creating a Company for Customers von Malcolm Mcdonald

Creating a Company for Customers Malcolm Mcdonald

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Zusammenfassung

Competitive advantage comes from service and added value. The competitive arena has shifted towards an emphasis on people: employees and customers. Now, in order to command that crucial customer preference, the company must be focused on customers, service and employee communication at all levels.

Creating a Company for Customers Zusammenfassung

Creating a Company for Customers: How to build and lead a market driven organisation Malcolm Mcdonald

Competitive advantage comes from service and added value. The competitive arena has shifted towards an emphasis on people: employees and customers. Now, in order to command that crucial customer preference, the company must be focused on customers, service and employee communication at all levels.

Über Malcolm Mcdonald

Malcolm McDonald is Professor of Marketing Strategy and Deputy Director of Cranfield School of Management. He has extensive industrial experience, including a number of years as marketing director of Canada Dry. Adrian Payne is Professor of Services and Relationship Marketing and Director of the Centre for Relationship Marketing at Cranfield School of Management. Martin Christopher is Professor of Marketing and Logistics and Deputy Director of Cranfield School of Management with special responsibility for management development programmes. Simon Knox is Professor of Brand Marketing at Cranfield School of Management and consultant to a number of multinational companies including McDonald's and Levi Strauss.

Inhaltsverzeichnis

List of figures. List of tables. Foreword by Sir Michael Perry, CBE, President of The Marketing Council. Acknowledgements. I. OVERVIEW. 1. Why are you in business? The value-driven CEO. II. MANAGING VALUE-CREATING PROCESSES. 2. Getting back to basics: the market understanding process. 3. Building bridges: the relationship management process. 4. Customer solutions, not product features: the innovation process. 5. Breaking down the boundaries: the supply chain management process. 6. Competing through information: the knowledge management process. III. DELIVERING CUSTOMER VALUE. 7. Keeping customers satisfied: maximizing market potential. 8. Creating consonance: positioning and branding the organization. 9. Delivering the goods: creating stakeholder value. Index.

Zusätzliche Informationen

GOR003012519
9780273642497
0273642499
Creating a Company for Customers: How to build and lead a market driven organisation Malcolm Mcdonald
Malcolm Mcdonald
Financial Times Series
Gebraucht - Sehr Gut
Gebundene Ausgabe
Pearson Education Limited
2000-12-13
240
N/A
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