Home » Creating a Company for Customers: How to Build and Lead a Market-Driven Organization by Malcolm McDonald
Creating a Company for Customers: How to Build and Lead a Market-Driven Organization Malcolm McDonald

Creating a Company for Customers: How to Build and Lead a Market-Driven Organization

Malcolm McDonald

Published December 29th 2000
ISBN : 9780273642497
Hardcover
215 pages
Enter the sum

 About the Book 

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 onMore 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.Pan-company marketing is a new concept that demonstrates the power of diffusing this focus throughout the whole organization. It is a way of focusing everyone, from the chief executive to the telephone sales person to the company accountant, on winning customer preference and loyalty.Creating a Company for Customers explains this business rationale and how it can help your company to deliver more effectively.Key ponts:interviews with the CEO of major organizations on pan-company marketing preface from Sir Michael Perry, President of the Marketing Council case studies from top companies which are putting into practice the principles of pan-company marketing At last a marketing book which is an antidote to the theoretical faddism that sometimes makes marketing disciplines abstract and irrelevant. A practical and eminently readable guide which should be widely subscribed. —Jane Frost, Sales & Marketing Director, BBC Technology