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"Based on research of some of the world's most customer-intensive firms, John McKean shows how to develop an iterative system of customer and operational understanding and value creation rather than the cycles of price and promotion schemes. The author documents the tumultuous battles fought to achieve the change and the resulting bottom-line payback." "While the world is caught in the never-ending cycle of price wars, loyalty schemes, and promotional battles, a small group of firms have broken from the frenzy and focused on developing a long-term approach toward understanding and creating value for customers and shareholders simultaneously. This book will show you at point-blank range where and how the masters have placed their bets in the following elements of customer information competency: people skills, processes, organization structure, culture, leadership, information, and technology. The author is then able to show us the bottom line benefits for loyality, marketing, profitability, customer retention, lifetime value, market share vs. customer share, and alliances and thus the real benefits of becoming and Information Master."--Jacket
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Information Masters, John McKean
- Langue
- Année de publication
- 1999
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