HBP CHANGE WITHOUT PAIN(hardcover)-ERIC ABRAMSON

HBP CHANGE WITHOUT PAIN(hardcover)-ERIC ABRAMSON - 99BooksStore

HBP CHANGE WITHOUT PAIN(hardcover)-ERIC ABRAMSON

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Publisher: Harvard Business Review Press; First Edition (1 August 2004)
Language: English
Hardcover: 216 pages
ISBN-10 ‏ : ‎ 9780875843988
ISBN-13 ‏ : ‎ 978-0875843988
Reading age: 15 years old and more
Item weight: 538 G

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In this "radically conservative" book, the authors advocate a "back-to-basics" approach to marketing that replaces the relentless quest for differentiation with a relentless focus on these types of basic customer needs. The authors' research shows that most companies have been ignoring the basics for too long. At the heart of the authors' approach is a view of why customers buy what they do. Barwise and Meehan argue that marketers must understand what customers want from the entire product or service category. So, rather than focus on new luxury attributes for a specific car marketer's need to understand what basic needs customers have for automobiles in general (ie: safety, handling, etc). Once they figure that out they need to deliver on those basic needs better than everyone else.

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