|
: value for customers, it also gives a practical roadmap of how to transform a company’s sales force into a value merchant.
One more point: Value merchants should be driven to provide superior value to two categories of customers — directly to their own, of course, but also indirectly to their customers’ customers.
Mind you, customer satisfaction doesn’t come cheap. The producer/seller usually has to give something up to get it. Marketers/theorists who claim that improving customer satisfaction will inevitably lead to improved profitability are grossly oversimplifying how businesses unfold in real life. The book describes how some financially strong, well-run companies earn exceptional returns over time. It does this by contrasting the simplicity of customer focus and benchmarking against the more difficult strategy of market timing.
My feeling is this book was not written for the experienced marketing practitioner. Rather, it was meant for a broader audience that may not have the time or inclination to sift through the reams of literature and mathematical-formulae-driven works on value creation.
In Chapters 6 and 7, the book sets forth, in a manner a marketing student can easily grasp, several concepts crucial to understanding why selling on value and not price wins in the long term (“Transform Sales Force Into Value Merchants” and “Profit From Value Provided). Can you find this information elsewhere? Of course, but not in as lucid terms as laid down in this book. For me these two chapters make the book a worthwhile read. ...
| Single Page Format | Previous - 1 - 2 |
Discuss this story on expressindia forums
|
|
 |
 |
 |
About Us | Contact Us | Advertisers | Site Map | Make us your homepage | Work for Us | RSS | Subscribe | Electronic Edition | Privacy Policy© 2009: The Indian Express Limited. All rights reserved throughout the world
