Creating a Company for Customers : How to Build and Lead a Market Driven Organization,9780273642497

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

by ; ; ;
ISBN13: 9780273642497
ISBN10: 0273642499
Format: Hardcover
Pub. Date: 2000-12-01
Publisher(s): Financial Times Prentice Hall
List Price: $37.00

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Summary

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.

Author Biography

Malcolm McDonald is Professor of Marketing Strategy and Deputy Director of Cranfield School of Management Martin Christopher is Professor of Marketing and Logistics and Deputy Director of Cranfield School of Management Simon Knox is Professor of Brand Marketing at Cranfield School of Management and consultant Adrian Payne is Professor of Services and Relationship Marketing and Director of the Centre for Relationship Marketing at Cranfield School of Management

Table of Contents

List of figures
x
List of tables
xii
Foreword xiii
Sir Michael Perry
Acknowledgements xiv
Part 1: Overview
Why are you in business? The value-driven CEO
3(20)
Why being market driven has become so important
7(3)
Marketing: veneer or substance?
10(1)
Marketing's role in business success
11(1)
Is marketing really at the crossroads?
12(1)
Understanding what marketing really is
13(1)
Operationalizing marketing
14(1)
A model for creating a company for customers
15(4)
The structure of the book
19(4)
Part 2: Managing value-creating processes
Getting back to basics: the market understanding process
23(26)
Marketing as a competitive weapon
25(4)
Why do we need marketing plans?
29(2)
The business leader and marketing planning
31(3)
Organizing for marketing planning
34(1)
Providing a realistic context for strategic marketing planning
34(1)
Market definition and segmentation
35(9)
Case history conclusion
44(2)
Interview: John Condron, CEO, Yell
46(3)
Building bridges: the relationship management process
49(24)
What is relationship marketing?
51(2)
The role of multiple stakeholders
53(1)
The six markets framework
53(6)
Failing to manage the six markets
59(2)
Assess your own performance in managing the six markets
61(4)
Relationship value management
65(1)
The linkage model
66(1)
Summary
67(2)
Interview: Mike Hodgkinson, CEO, BAA
69(4)
Customer solutions, not product features: the innovation process
73(22)
The traditional view of innovation
74(3)
What's new about a new product?
77(2)
New brand development
79(1)
New geographic development
80(1)
The limitations of product innovation
81(1)
Customer value and innovation
82(2)
Asset- and capabilities-based innovation
84(3)
Breaking down barriers to innovation
87(2)
Summary
89(1)
Interview: John Howells, technical director, 3M, UK and Ireland
90(5)
Breaking down the boundaries: the supply chain management process
95(18)
Competing through capabilities
100(1)
Differentiation in a commodity world
100(1)
The growth of customer buying power
101(1)
Leveraging the `extended enterprise'
101(1)
Time compression holds the key
102(5)
Turning the supply chain into a demand chain
107(1)
Going global
108(1)
Summary
109(1)
Interview: John Allan, CEO, Exel
110(3)
Competing through information: the knowledge management process
113(22)
Intellectual capital and knowledge management
115(2)
Leveraging intellectual capital for competitive advantage
117(3)
Developing a knowledge culture
120(2)
Formal systems for sharing knowledge
122(2)
Linking knowledge to marketing strategy
124(4)
Summary
128(1)
Interview: John Neill, CEO, Unipart Group of Companies
129(6)
Part 3: Delivering customer value
Keeping customers satisfied: maximizing market potential
135(34)
Strategies to achieve the objectives
137(1)
Strategic planning for key accounts
138(6)
Where does strategic marketing planning fit?
144(3)
Measuring marketing effectiveness
147(3)
Getting wired - the impact of e-commerce on the customer-focused company
150(1)
What is e-marketing?
151(1)
The Six `I's model
151(7)
When is it appropriate to use the Internet?
158(6)
Summary
164(1)
Interview: Ben Maddocks, global relationship director, PricewaterhouseCoopers
165(4)
Creating consonance: positioning and branding the organization
169(20)
Brand marketing in transition
170(3)
Customer value and the organization
173(4)
Marketing the organization
177(2)
Positioning and branding the organization
179(5)
The CEO and marketing management
184(1)
Summary
185(1)
Interview: Ian Ryder, vice-president, brand and communications, Unisys (and former director of global brand management, Hewlett-Packard)
186(3)
Delivering the goods: creating stakeholder value
189(20)
Customer value
190(6)
Shareholder value
196(3)
Employee value
199(3)
Integrating employee, customer and shareholder value
202(3)
Summary
205(1)
Interview: Jim Brooks, head of corporate planning, RMC Group
205(4)
Index 209

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