- Hardcover: 240 pages
- Publisher: Financial Times/ Prentice Hall; 1 edition (13 Dec 2000)
- Language English
- ISBN-10: 0273642499
- ISBN-13: 978-0273642497
- Product Dimensions: 24.1 x 16.2 x 2.2 cm
- Average Customer Review: 5.0 out of 5 stars See all reviews (1 customer review)
- Amazon Bestsellers Rank: 611,746 in Books (See Top 100 in Books)
- See Complete Table of Contents
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Product Description
Product Description
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.
About the Author
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.
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Customer Reviews
Most Helpful Customer Reviews
Format:Hardcover
A great management book that helps explain the importance of a company being dynamic and market driven. Lots of company case examples
Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com:
1 review
2 of 2 people found the following review helpful
Promises Much - Doesn't Deliver
26 Feb 2004
Format:Hardcover
One of the editorial reviews of this book should serve as a warning. "...an antidote to the theoretical 'faddims' that makes marketing disciplines abstract and irrelevant'.
Unfortunately, the book has steered so much away from a theoretical approach that it comes across more as a collection of aphorisms. For example (opening the book at a random page): '...it is the positioning of the company brand in conjunction with its core processes that creates and delivers customer value throughout the organisation'.
The most disappointing aspect is that there is so little new in this book. Reading The Loyalty Effect or The Service Profit Chain would be time better spent.
Cranfield has a great reputation in the UK as a business school, so I really had high expectations for a book written by four of its academics. The dearth of references in this book (even if the excuse is that it is written for time poor CEOs) is embarrassing, and revealing.
The central thesis is that everyone in an organisation needs to be involved in marketing; or that marketing is broader than the functional role of marketing. Again this is far from new, and a subject which is treated much better in Peter Doyle's Value Based Marketing.
I read this book in a few days of bedtime reading; buy Doyle's book instead for a more detailed and considered treatment of this topic.
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