The Customer Trap: How to Avoid the Biggest Mistake in Business, by Andrew R. Thomas, Timothy J. Wilkinson
Collect guide The Customer Trap: How To Avoid The Biggest Mistake In Business, By Andrew R. Thomas, Timothy J. Wilkinson begin with currently. However the new method is by gathering the soft file of guide The Customer Trap: How To Avoid The Biggest Mistake In Business, By Andrew R. Thomas, Timothy J. Wilkinson Taking the soft file can be saved or saved in computer system or in your laptop computer. So, it can be greater than a book The Customer Trap: How To Avoid The Biggest Mistake In Business, By Andrew R. Thomas, Timothy J. Wilkinson that you have. The most convenient method to expose is that you could additionally conserve the soft file of The Customer Trap: How To Avoid The Biggest Mistake In Business, By Andrew R. Thomas, Timothy J. Wilkinson in your appropriate as well as available gizmo. This condition will expect you frequently check out The Customer Trap: How To Avoid The Biggest Mistake In Business, By Andrew R. Thomas, Timothy J. Wilkinson in the spare times greater than talking or gossiping. It will certainly not make you have bad habit, however it will lead you to have far better habit to read book The Customer Trap: How To Avoid The Biggest Mistake In Business, By Andrew R. Thomas, Timothy J. Wilkinson.
The Customer Trap: How to Avoid the Biggest Mistake in Business, by Andrew R. Thomas, Timothy J. Wilkinson
Read and Download The Customer Trap: How to Avoid the Biggest Mistake in Business, by Andrew R. Thomas, Timothy J. Wilkinson
American business is dysfunctional. Companies of all sizes follow the mistaken belief that their products and services are best sold through organizations with pervasive market reach. 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. In 2010, Andrew R. Thomas and Timothy J. Wilkinson released THE DISTRIBUTION TRAP: KEEPING YOUR INNOVATIONS FROM BECOMING COMMODITIES, which won the Berry-American Marketing Association Prize for the best marketing book of the year. Based on an article in the WALL STREET JOURNAL, the authors contended that cracking the Big Box channel is not necessarily the Holy Grail that many marketers assume it is. Now they take their original idea to the next level. Thomas and Wilkinson argue 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 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 they explain how your company can have similar success. The alternative is frightening. As THE CUSTOMER TRAP: HOW TO AVOID THE BIGGEST MISTAKE IN BUSINESS shows, giving power to a "customer" that violates "The 10% Rule" sets a company up for ruin. When presented with the option 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 are used to illustrate the results of falling into the Customer Trap. And, yet, relenting to a Mega-Customer is not a fait accompli. This book demonstrates in vivid detail how to thrive outside of the convention that "bigger is better". Ultimately, Thomas and Wilkinson argue that avoiding the Customer Trap is the best way to build a real, sustainable enterprise today and for the future. With all the discussions about the decline of American ingenuity, scarcity of resources, global competition, uncertainty about the economic future, and doubts about the role of government, controlling sales and distribution is the cornerstone of business success, as it always has been.
The Customer Trap: How to Avoid the Biggest Mistake in Business, by Andrew R. Thomas, Timothy J. Wilkinson- Amazon Sales Rank: #2678078 in Books
- Published on: 2015-03-31
- Released on: 2015-03-28
- Original language: English
- Number of items: 1
- Dimensions: 9.25" h x .42" w x 6.10" l, .62 pounds
- Binding: Paperback
- 164 pages
Review From the authors of The Distribution Trap: Keeping Your Innovations from Becoming Commodities, winner of the 2010 Berry-American Marketing Association Book Award for the Best Marketing Book of the Year.
About the Author Andrew R. Thomas' books have sold widely around the world, been translated into more than a dozen languages, been short-listed for several literary prizes, and won several awards.A successful entrepreneur, he has traveled to and conducted business in more than 120 countries on all seven continents. Andrew is contributing editor to Industry Week magazine; and, is Founding-Editor-in-Chief of the Journal of Transportation Security. He is a regularly featured commentator for media outlets such as FOX NEWS, CNBC, BBC, and the Wall Street Journal. He is currently Associate Professor of Marketing & International Business at the University of Akron.Timothy J. Wilkinson is a Professor and the Charles L. Boppell Dean of the School of Global Commerce & Management at Whitworth University. He earned a Ph.D. from the University of Utah, with a doctoral dissertation that examined subnational export promotion policy. Before coming to Whitworth, Professor Wilkinson taught at Montana State University Billings, The University of Akron, and Boise State University. Wilkinson's has published seven books or edited volumes and 35 research studies, including Strategic Management in the 21st Century and International Business in the 21st Century. Articles for business people have been published in Business Horizons, MIT Sloan Management Review, and the Wall Street Journal.
Where to Download The Customer Trap: How to Avoid the Biggest Mistake in Business, by Andrew R. Thomas, Timothy J. Wilkinson
Most helpful customer reviews
1 of 1 people found the following review helpful. A very enlightening read! By Richard Seif "The Customer Trap" both describes and prescribes value creation for both entrepreneur and "intrepreneur" product innovators. With the increasing imbalance of global distribution power, the battle of commoditization and profitability rages between producer and Mega Distributor. Andrew Thomas and Timothy Wilkinson allow you to discover the pathway to protect customer value and brand equity through the control of sales and distribution before the channel controls you.--A very enlightening read!
0 of 0 people found the following review helpful. Buy Local, Shop Smart, and read this book! By Bryan Fathauer "The Customer Trap" by Messrs. Thomas and Wilkinson is a great read. I've historically shunned the "How to succeed in business..." books available on the market but was delighted at the in-depth, reasoned, and experienced approach given to their research.Having fallen prey to this "Customer Trap" before, I certainly saw a bit of my own experience within the many stories which well-articulate the pit-falls of sheer focus on size/scale offered by Mega customers.Several times while reading this I had a "yeah but" moment and almost without fail they covered that thought in a further chapter! I was especially pleased not only with the cautionary tales but with several key suggestions and reminders in the latter chapters.Finally, the focus on 'typologies' of customers was an excellent refresher on maintaining what's important within your own business environment whilst focusing on what the differentiators are with your own organization.Really enjoyed this - anyone who watches "Shark Tank" and agrees with the 'contestants' that getting into a big box will solve all their problems will be interested to read why that's not the case!
0 of 0 people found the following review helpful. A must read for all supplies before they consider dealing with a Mega-customer By Allen M. Lucarelli Every supplier’s dream is to have innovative products, the ability to focus on their core competencies, and to sell a lot of products to the Mega customers (i.e., Wal-Mart, Home Depot, Target, etc.). What follows is success and wealth, right? ... WRONG! ... “The Customer Trap” is an excellent book which takes the reader through the pitfalls of dealing with Mega customers and how that path has led to many business failures, outsourcing, lower quality, and the loss of innovation. How do you deal with Mega customers as they demand lower prices every year? What do you do when they pit your product against your competitors, with a lower price?“The Customer Trap” also shows how to effectively and efficiently market and sell your product in the environment of the Mega customers. The book is packed full of examples of both successes and failures.Be prepared for an amazing journey because “The Customer Trap” is counter-intuitive to most of what you believe you know. When you finish the book, you’ll be happy to have a blueprint on how to navigate through this dynamic economy.“The Customer Trap” is a must-read for everyone. I highly recommend you get a copy today. You can thank me later.
See all 8 customer reviews... The Customer Trap: How to Avoid the Biggest Mistake in Business, by Andrew R. Thomas, Timothy J. WilkinsonThe Customer Trap: How to Avoid the Biggest Mistake in Business, by Andrew R. Thomas, Timothy J. Wilkinson PDF
The Customer Trap: How to Avoid the Biggest Mistake in Business, by Andrew R. Thomas, Timothy J. Wilkinson iBooks
The Customer Trap: How to Avoid the Biggest Mistake in Business, by Andrew R. Thomas, Timothy J. Wilkinson ePub
The Customer Trap: How to Avoid the Biggest Mistake in Business, by Andrew R. Thomas, Timothy J. Wilkinson rtf
The Customer Trap: How to Avoid the Biggest Mistake in Business, by Andrew R. Thomas, Timothy J. Wilkinson AZW
The Customer Trap: How to Avoid the Biggest Mistake in Business, by Andrew R. Thomas, Timothy J. Wilkinson Kindle
Tidak ada komentar:
Posting Komentar