Simply Better: Winning and Keeping Customers by Delivering What Matters Most

Overview

***Winner of the 2005 Berry-AMA Award***

A No-Nonsense Approach to Customer-Focused Business

In their relentless quest for differentiation, many companies have poured their energies into making their offerings distinctive from competitors'. Yet, according to marketing experts Patrick Barwise and Seán Meehan, in doing so companies have neglected the very basic activities that matter most to customers.

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Overview

***Winner of the 2005 Berry-AMA Award***

A No-Nonsense Approach to Customer-Focused Business

In their relentless quest for differentiation, many companies have poured their energies into making their offerings distinctive from competitors'. Yet, according to marketing experts Patrick Barwise and Seán Meehan, in doing so companies have neglected the very basic activities that matter most to customers.

This refreshingly straightforward book argues that it is not the addition of unique gizmos or features that wins and keeps customers, but the steadfast delivery of the fundamentals-products that actually work and reliable services that take place on time.

Barwise and Meehan show that being truly "customer-driven" means consistently fulfilling these types of obvious needs for customers Simply Better than competitors. The authors provide an actionable framework that managers can use to: understand customer needs and priorities; explore why customers do and don't buy a particular brand; decide which "basics" their company should focus on; and overcome the five key challenges to meeting and exceeding their customers' true expectations.

Candid and refreshing, Simply Better refocuses marketers and managers on what really matters to customers-and outlines exactly what companies must do to deliver it.

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Editorial Reviews

Financial Times
this is a welcome book that sheds light on a glaring deficiency in contemporary business culture.
September 16 2004
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Product Details

  • ISBN-13: 9780875843988
  • Publisher: Harvard Business Review Press
  • Publication date: 7/28/2004
  • Pages: 208
  • Product dimensions: 6.38 (w) x 9.64 (h) x 0.94 (d)

Table of Contents

1 Differentiation that matters 1
2 How customers really see your brand 29
3 Identifying generic category benefits 61
4 Challenges of innovating to drive the market 89
5 Caution : inside-the-box advertising doesn't work 115
6 Customer-focused mind-set 145
7 How to be simply better 171
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