The Eleventh Commandment: Transforming to "Own" Customers - Hardcover

Vandermerwe, Sandra

 
9780471958239: The Eleventh Commandment: Transforming to "Own" Customers
Hardcover
ISBN 10: 0471958239 ISBN 13: 9780471958239
Verlag: Wiley, 1996

Inhaltsangabe

How many of today's leading corporations are successfully winning back old customers and attracting new ones

The new purchasing patterns of disenchanted customers and the demise of brand loyalty have compelled many endangered corporate giants to radically alter their thinking about product design and marketing. This book describes how leading companies such as IBM, Nestle, Dupont, AT&T, and Panasonic have stopped creating products for "buyers" and have started considering the long-term needs of users.

* Packed with real-world cases which demonstrate crucial ideas, tools, and techniques in action at leading firms

SANDRA VANDERMERWE (London, England) holds a chair in Management at the Management School Imperial College, London. Her latest book is Tin Soldiers to Russian Dolls.

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Über die Autorin bzw. den Autor

Professor Sandra Vandermerwe moved to London in 1995 to accept the post of Professor of Management at The Management School, Imperial College of Science, Technology and Medicine, London. This continues her interest in customers and companies which she began in the early 1970s writing her doctorate on "The Influence of the Marketing Concept on Company Performance". She is a scholar and speaker of international repute. Apart from her teaching and research activities she works with practitioners, consulting and researching with them to help transform their organizations. After a sociology degree she worked in business. An MBA and doctorate in marketing was followed by a career as Professor of Marketing at The University of the Witwatersrand (Wits) in South Africa. She moved to Switzerland where she spent a decade teaching and consulting globally on the subject as Professor of International Marketing and Services at IMI and then at the newly formed IMD. She has written several books, articles and award-winning cases. Her most recent books are: From Tin Soldiers to Russian Dolls: Creating Added Value through Services, a co-authored publication with Christopher Lovelock, Competing through Services, Strategy and Implementation: Cases and Text: and Cases in European Marketing Management with John A. Quelch and Kamran Kashani.

Von der hinteren Coverseite

The ideas and concepts expressed in this book come from over a decade of studying and working with different organizations, watching a new paradigm emerge and being made to happen by the men and women who run some of the world's leading corporations and institutions. "Understanding our customers, their needs and expectations has been and continues to be a journey for our company. The Eleventh Commandment is the perfect travel companion by offering a rare combination of experience-based insights from leading companies and challenging new concepts on the many dimensions of building and keeping long-term customer relationships. I am convinced that Sandra Vandermerwe's book will provide our managers with a valuable source of inspiration for moving even closer to our customers in the future." Rolf Hiippi, Chairman & CEO, Zurich Insurance Company, Zurich, Smitzerland. "Sandra Vandermerwe is one of the most innovative thinkers in her field ... she has a deep insight into Services, based on her consulting work with leading companies, many of which have a global reach. This new book gives a new understanding to the creation of value in the eyes of the customers on a sustained basis."Fean-Charles Levy, General Manager, IBM Eurocoordination, Paris, France. "The Eleventh Commandment is an excellent book that first and foremost asks the right questions, but importantly it also provides many right answers. The Customer Activity Cycle is the key which opens the door to a rich menu of new theory based on latest best practice. For reflective practitioners who need to link theory to practice, it's a must." Derek F. Abell, IMD, Lausanne, Smitzerland. "This is a very readable book but it is not an easy read. It's feisty and provocative and at times I felt downright uncomfortable. We're not really like that, are we? ... it's not just theoretical, it's practical and peppered with common-sense examples and good practices. A must read for anyone who thinks seriously about business." Steve Rogers, General Manager, Fuji Xerox Asia Pacific Pte Ltd. "... goes beyond the 'talk' of customer focus; it shows the depth of the new thinking, and how to succeed using it. I want everyone who joins us to read this." Patty Lyon, Senior Partner, Ogilvy & Mather Direct, New York, USA. "Unlike other strategic marketing books, she provides a real workable tool that all managers in any organization can quickly use to understand, explore and invent what a customer values most. The tool is most powerful and almost guarantees new business when used together with the customer to explore the new competitive spaces." Peter Lewis, Managing Director, Fiffy Packaging Company Ltd, Cheshire, UK.

Aus dem Klappentext

Only an alternative logic, and a new set of tools and terms can take corporations from where they are to where they need to be. They have to keep moving and constantly renew themselves. The customer message isn't new but the questions and methods for achieving success have changed dramatically. Firstly, customers don't know what they want; part of the challenge is to find out so that you can respond to existing markets and, crucially, so that you can create and lead emerging markets and those you can only now imagine. Secondly, customers are undergoing major change. There is no definitive formula to meet fixed and predictable needs. It's like "being on the move with everyone else also on the move". To break the existing paradigm and become a "new" corporation needs the opening and changing of minds, replacing old notions and reflecting the new world with frameworks which are exciting, relevant and achievable. The Eleventh Commandment: Transforming to " Omu" Customers navigates around the obvious and the not-so-obvious, taking us through what we know and what we don't know and what we are just beginning to dare to think about and try. "Sandra Vandermerwe is a gifted communicator. She identifies the major challenges facing company management today. One by one she takes them on and wrestles them to the ground. This book is a tour de force - a summary of all she has learned in her 'wonderful years of learning at IMD.'." Bernard Taylor, Henley Management College, Oxfordshire, UK. "In The Eleventh Commandment, Sandra Vandermerwe has taken us beyond customer segmentation and through the 'gateway' into a world of customer individualization based on an in-depth understanding of what customers do and will do and not just who they are. If there is a Twelfth Commandment it is to read this book." Anthony Travis, Partner, Price Waterhouse, Geneva, Switzerland.

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Verlag
Wiley
Erscheinungsdatum
1996
Sprache
Englisch
ISBN 10 
0471958239
ISBN 13 
9780471958239
Einband
Gebundene Ausgabe
Auflage
1
Anzahl der Seiten
262
Kontakt zum Hersteller
Wiley-VCH GmbH
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