語系:
繁體中文
English
說明(常見問題)
登入
回首頁
切換:
標籤
|
MARC模式
|
ISBD
The Customer Trap = How to Avoid the...
~
Thomas, Andrew R.
The Customer Trap = How to Avoid the Biggest Mistake in Business /
紀錄類型:
書目-語言資料,印刷品 : Monograph/item
正題名/作者:
The Customer Trap/ by Andrew R. Thomas, Timothy J. Wilkinson.
其他題名:
How to Avoid the Biggest Mistake in Business /
作者:
Thomas, Andrew R.
其他作者:
Wilkinson, Timothy J.
面頁冊數:
XVI, 164 p. 6 illus.online resource. :
Contained By:
Springer Nature eBook
標題:
Business. -
電子資源:
https://doi.org/10.1007/978-1-4842-0385-9
ISBN:
9781484203859
The Customer Trap = How to Avoid the Biggest Mistake in Business /
Thomas, Andrew R.
The Customer Trap
How to Avoid the Biggest Mistake in Business /[electronic resource] :by Andrew R. Thomas, Timothy J. Wilkinson. - 2nd ed. 2015. - XVI, 164 p. 6 illus.online resource.
American business is dysfunctional. Companies of all sizes follow the mistaken belief that their products and services are best sold through mega-customers with pervasive market reach, such as Amazon and Walmart. Far too many business leaders fail to realize—until it is too late—that the relentless pursuit of volume at all cost is not the key to long-term profits and success. The Customer Trap: How to Avoid the Biggest Mistake in Business is Thomas and Wilkinson’s sequel to The Distribution Trap: Keeping Your Innovations from Becoming Commodities, which won the Berry-American Marketing Association Prize for the best marketing book of 2010. The Distribution Trap contended that cracking the big-box channel is not necessarily the Holy Grail that many marketers assume it is. The Customer Trap takes this thesis to the next level by arguing that all companies, regardless of the industry there are in, should maintain control over their sales and distribution channels. Volume forgone by avoiding the mass market is more than offset by higher margins and stronger brand equity. The Customer Trap shows that giving power to a customer who violates "the ten percent rule" sets a company up for ruin. Yet, when presented with the opportunity to push more sales through large customers, most decision-makers jump at the chance. As a result, marketing has come to resemble a relentless quest for efficiency and scale. Demands from mega-customers in the form of discounts, deals, and incentives erode the integrity of the brand and what it originally stood for. Lower margins become the norm and cost-saving compromises on quality take over. In time, the brand suffers and, in some cases, fails outright. Stark examples from Oreck Vacuum Cleaners, Rubbermaid, Goodyear, Levi’s, and others illustrate the perils of falling into the "customer trap." This book demonstrates in vivid detail how to thrive by controlling your sales and distribution. The authors show how many firms, such as STIHL Inc., etailz, Apple, Red Ant Pants, and Columbia Paints & Coatings, have prospered by avoiding the "customer trap"—and how your company can have similar success.
ISBN: 9781484203859
Standard No.: 10.1007/978-1-4842-0385-9doiSubjects--Topical Terms:
558617
Business.
LC Class. No.: HF4999.2-6182
Dewey Class. No.: 650
The Customer Trap = How to Avoid the Biggest Mistake in Business /
LDR
:03469nam a22003855i 4500
001
962425
003
DE-He213
005
20200919064104.0
007
cr nn 008mamaa
008
201211s2015 xxu| s |||| 0|eng d
020
$a
9781484203859
$9
978-1-4842-0385-9
024
7
$a
10.1007/978-1-4842-0385-9
$2
doi
035
$a
978-1-4842-0385-9
050
4
$a
HF4999.2-6182
050
4
$a
HD28-70
072
7
$a
KJ
$2
bicssc
072
7
$a
BUS042000
$2
bisacsh
072
7
$a
KJ
$2
thema
082
0 4
$a
650
$2
23
100
1
$a
Thomas, Andrew R.
$4
aut
$4
http://id.loc.gov/vocabulary/relators/aut
$3
584120
245
1 4
$a
The Customer Trap
$h
[electronic resource] :
$b
How to Avoid the Biggest Mistake in Business /
$c
by Andrew R. Thomas, Timothy J. Wilkinson.
250
$a
2nd ed. 2015.
264
1
$a
Berkeley, CA :
$b
Apress :
$b
Imprint: Apress,
$c
2015.
300
$a
XVI, 164 p. 6 illus.
$b
online resource.
336
$a
text
$b
txt
$2
rdacontent
337
$a
computer
$b
c
$2
rdamedia
338
$a
online resource
$b
cr
$2
rdacarrier
347
$a
text file
$b
PDF
$2
rda
520
$a
American business is dysfunctional. Companies of all sizes follow the mistaken belief that their products and services are best sold through mega-customers with pervasive market reach, such as Amazon and Walmart. Far too many business leaders fail to realize—until it is too late—that the relentless pursuit of volume at all cost is not the key to long-term profits and success. The Customer Trap: How to Avoid the Biggest Mistake in Business is Thomas and Wilkinson’s sequel to The Distribution Trap: Keeping Your Innovations from Becoming Commodities, which won the Berry-American Marketing Association Prize for the best marketing book of 2010. The Distribution Trap contended that cracking the big-box channel is not necessarily the Holy Grail that many marketers assume it is. The Customer Trap takes this thesis to the next level by arguing that all companies, regardless of the industry there are in, should maintain control over their sales and distribution channels. Volume forgone by avoiding the mass market is more than offset by higher margins and stronger brand equity. The Customer Trap shows that giving power to a customer who violates "the ten percent rule" sets a company up for ruin. Yet, when presented with the opportunity to push more sales through large customers, most decision-makers jump at the chance. As a result, marketing has come to resemble a relentless quest for efficiency and scale. Demands from mega-customers in the form of discounts, deals, and incentives erode the integrity of the brand and what it originally stood for. Lower margins become the norm and cost-saving compromises on quality take over. In time, the brand suffers and, in some cases, fails outright. Stark examples from Oreck Vacuum Cleaners, Rubbermaid, Goodyear, Levi’s, and others illustrate the perils of falling into the "customer trap." This book demonstrates in vivid detail how to thrive by controlling your sales and distribution. The authors show how many firms, such as STIHL Inc., etailz, Apple, Red Ant Pants, and Columbia Paints & Coatings, have prospered by avoiding the "customer trap"—and how your company can have similar success.
650
0
$a
Business.
$3
558617
650
0
$a
Management science.
$3
719678
650
1 4
$a
Business and Management, general.
$3
1069500
700
1
$a
Wilkinson, Timothy J.
$e
author.
$4
aut
$4
http://id.loc.gov/vocabulary/relators/aut
$3
1257269
710
2
$a
SpringerLink (Online service)
$3
593884
773
0
$t
Springer Nature eBook
776
0 8
$i
Printed edition:
$z
9781484203866
776
0 8
$i
Printed edition:
$z
9781484203873
856
4 0
$u
https://doi.org/10.1007/978-1-4842-0385-9
912
$a
ZDB-2-SBE
912
$a
ZDB-2-SXBM
950
$a
Business and Economics (SpringerNature-11643)
950
$a
Business and Management (R0) (SpringerNature-43719)
筆 0 讀者評論
多媒體
評論
新增評論
分享你的心得
Export
取書館別
處理中
...
變更密碼[密碼必須為2種組合(英文和數字)及長度為10碼以上]
登入