Value Based Marketing for Bottom Line Success: 5 Steps to Creating Customer Value (Nicholas, Debonis, Balinski, Allen)
Marketers get too caught up in selling features and competing on price. Because, when all is said and done, customers buy and and will pay well for value. To be successful in today’s marketplace, a company must integrate its traditional business functions to provide superior value to targeted customers. This means creating an offering that echoes in the customers’ consciousness. Why? Because the value provided serves customers best interests. Value Based Marketing for Bottom Line Success provides a 5-step model and critical tools necessary for creating and managing a successful Value Deliver
marketing strategy. Customers buy value, not product or features. They buy from the company that provides the most value. And they buy what’s in their best interest.
Only the Paranoid Survive (Andrew Grove)
Ever heard of ‘strategic inflection points’? If not, catch up and read this book. It’s about recognizing, overcoming and even profiting from the inevitable groundshifts in commercial life that, by changing the fundamentals of the business environment, shake established enterprises to the core and raise newcomers to power and wealth.
Andy Grove wrote two masterpieces, this one (Only the Paranoid survive) and High Output Management. Andy is the person that turned Intel around from a memory company to the biggest chip company in the world. You should pay attention to that, and read his work.
Advanced Brand Management (Paul Temporal)
If you’re into branding, read this book. It reveals the sophisticated branding techniques implemented by some of the world’s leading companies. It covers up-to-date strategies such as brand stretching and brand architecture.
The Myth of Excellence: Why Great Companies Never Try to Be the Best at Everything (Frederick A. Crawford, Ryan Mathews)
“Figure out what you do best and don’t dwell on the rest.” Some mistakes in business are obvious. One that may not be so apparent is “the mistake of universal excellence.” Too many companies try to be world-class when it comes to their product, its price, and the service, experience, and access they offer their customers. This is, surprisingly but certainly, a mistake. Why? First of all, because it’s an impossible goal. Second, customers don’t expect if or even want it. The strategy in this book is ‘simple’: dominate in one key area, differentiate yourself in a second and be industry par in the others.