Where brands have traditionally been associated with individual product lines, the authors assert that the concept of the brand needs to both reflect and be carried by the whole organization. Today, customer value is created in a context of long term partnerships formed to achieve customized solutions, process reengineering, risk sharing, and supply chain optimization.
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There has been a fundamental change in the purchasing motivation and behavior of customers and the methods by which companies meet these new customer expectations. Companies are re-examining their fundamental assumptions about the way in which they define and deliver value to their customers.
Marketing and brand strategies successfully deployed in the 1980's and 1990's are no longer sufficient to ensure continued profitable growth, customer loyalty and competitive advantage. Today, global competition offers everyone a meaningful choice of equally competent suppliers. The sharp-end of creating customer value lies with the organization's ability to:
The UOVP—Unique Organization Value Proposition™ —is an important new methodology providing a practical approach, which enables senior management to define and deliver customer value in a world where traditional products and brands often fail to do so.
The UOVP integrates an organization's value-adding processes into a powerful combination of reputation, performance, customer and product portfolio and a network of third-party relationships. Creating this differentiated combination, on the basis of delivering real value, enables an organization to:
"The authors vividly understand the key components of customer behavior today. Their voices are clear, powerful and compelling. The richness of their insights will add value for years to come."
—Larry Hochman, Director of People & Culture, Air Miles
"As companies focus more and more on their core competencies, the need for reliable strategic suppliers and partners is paramount. The UOVP principle embraces very elegantly today's approach to differentiation in the marketplace. Competing on Value is an enlightening and informative read, a must for all marketers."
—Matthew Wallis, General Manager Europe, Motorola Computer GroupAbout the Author:
Steve Maklan is a Principal Consultant with CSC Computer Sciences, one of the world's largest IT and management consulting firms, and is a regular contributor to international conferences and seminars.
He has been a director at operating companies for Unilever and Burson-Marsteller, international leaders in consumer goods and public relations respectively, as well as a marketing manager for Cable & Wireless (telecommunications). Stan has line management experience in North America, Britain and Sweden as well as experience running his own consultancy specializing in business-to-business marketing.
He was awarded honors for academic excellence when he obtained a Masters of Business Administration from the University of Western Ontario (Canada) and has a Bachelor of Science (Economics) from the University of Montreal.
Dr. Simon Knox is a Professor of Brand Marketing at the Cranfield School of Management, a leading European business school. Dr. Knox is also a consultant to a number of multinational companies, including McDonald's, Levi Strauss, DiverseyLever, and the Ocean Group. Prior to joining Cranfield, Simon worked for Unilever in a number of senior marketing roles in both detergents and foods. He publishes extensively on brand equity issues and customer purchasing styles.
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Descripción Financial Times Prentice Hall, 1998. Hardcover. Estado de conservación: New. Nº de ref. de la librería DADAX0273631055
Descripción Estado de conservación: Brand New. Book Condition: Brand New. Nº de ref. de la librería 97802736310571.0
Descripción Financial Times Prentice Hall, 1998. Hardcover. Estado de conservación: New. book. Nº de ref. de la librería 0273631055