Any marketing book capable
of generating real discomfort and inspiration in equal quantities (like this one does) has
to be a must read. A hands-on, practical guide to help you improve your business and
delight your customers.
Paul J. Snaith, Vice President Marketing, Shell Gas (LPG)
(Its) practical approach
separates it from the plethora of theoretical marketing books. The treasure this book
gives us is the template for building our own practical, proven marketing road map.
David L. Hilton, Director New Business Acquisition, Lockheed Martin Corporation,
Systems Integration
. . . a wake-up call not for
just marketing executives but for all members of leadership in an organization who need to
understand and deliver on the simple axiom - the company that creates the highest customer
value and best customer experience wins . . . a must read framework for discovering and
delivering on a unique and distinguishing value position in the market.
Jack Calhoun, CEO Accelare
Value-Based Marketing for
Bottom-Line Success provides you with a targeted, five-step model for identifying the
value expectations of your target customers, delivering that value, and then obtaining the
feedback necessary to consistently measure and improve upon that value. This fresh
approach to the time-proven principles and practices of value satisfaction and delivery
will show you how to:
- provide consistent and
real value to each of your customers,
- make your value package
superior to that of your competitors,
- maintain profitability
while continuing to offer top customer value.
Tomorrows industry leaders
must start now to align their people, processes, and capital with the value expectations
of their customers. Use the five-step model in Value-Based Marketing for Bottom-Line
Success to determine what those expectations are and both meet and exceed them,
today and well into the future.
The value-based marketing
approach described in this book reflects a reality for any business manager or leader at
any level in the organization; the real game is delivering superior, meaningful value to
target customers. Our value commitment to you is that Value-Based Marketing for
Bottom-Line Success will both change the way you look at customers and your business
and give you the knowledge and tools to really make a difference to your performance.
Customers dont buy products
or features. They buy value - a total package of cost, product, and benefits that is in
their best interests and has the most meaningful impact on their lives. And when customers
find true value, they seldom leave - at least not until an even better value comes along.
Value-Based Marketing for
Bottom-Line Success unveils a practical five-step model - a pentadigm - for
discovering what your customers value and then creating and managing a top-to-bottom
organizational value delivery strategy. Based on more than twenty years of hands-on
experience and analysis, this down-to-earth model will help you accurately and
convincingly:
- discover and quantify your
customers wants and needs,
- commit to the most
important things that will impact your customers,
- create customer value that
is meaningful and understandable,
- assess how you did at
creating true customer value,
- improve your value package
to keep your customers coming back.
More than just a one-time,
Band-Aid approach, the model outlined in this first-of-its-kind guidebook shows you not
only how to implement value-based processes and improvements but how to evaluate and
validate new ideas and approaches. In-depth analyses - along with real-life examples from
Dell Computer, Southwest Airlines, GE, Dow Corning, and other acknowledged customer-value
pioneers - allow you to discover and absorb the entire pentadigm model based on actual
cases or to review specific issues and problem areas that are most relevant to your
business and for which you currently face the greatest challenges and concerns.
When you get too caught up
in bolstering your bottom-line today or insisting on becoming the lowest cost provider in
your market segment, you lose sight of what really matters to your long-term success
- your customers. Value-Based Marketing for Bottom-Line Success helps you
return your customers to their rightful place at the top of your organizations strategic
hierarchy. It is sure to be the most valuable book for your business you read this year.
J. Nicholas DeBonis,
Ph.D., is a strategic business consultant who helps global clients identify and
achieve measurable performance in business strategy and planning, global strategic
marketing, and leadership. Dr. DeBonis is coauthor of the AMA Handbook for Managing
Business to Business Marketing Communications.
Eric W. Balinski is
founder and president of Synection, LLC, a consulting practice that improves profitably,
productivity, and motivation of organizations. He previously held leadership positions
with leading global corporations including Allied Signal, Dow Chemical, and GE.
Phil Allen is founder
and CEO of Marketability, a global marketing excellence practice. After twenty-five years
in sales, market research, and marketing at Albright & Wilson Ltd, Bayer AG, Dow
Chemical, ECC, and Hilti, he helps major multinationals achieve bottom-line success.
245 pages