Creating a Company for Customers : How to Build and Lead a Market Driven Organization

by McDonald, Malcolm; Christopher, Martin; Knox, Simon; Payne, Adrian

• ISBN13: 9780273642497
• ISBN10: 0273642499
• Format: Hardcover
• Copyright: 2000-12-01
• Publisher: Financial Times Prentice Hall

Summary

Competitive advantage comes from service and added value. The competitive arena has shifted towards an emphasis on people: employees and customers. Now, in order to command that crucial customer preference, the company must be focused on customers, service and employee communication at all levels.

Author Biography

Malcolm McDonald is Professor of Marketing Strategy and Deputy Director of Cranfield School of Management Martin Christopher is Professor of Marketing and Logistics and Deputy Director of Cranfield School of Management Simon Knox is Professor of Brand Marketing at Cranfield School of Management and consultant Adrian Payne is Professor of Services and Relationship Marketing and Director of the Centre for Relationship Marketing at Cranfield School of Management

Table of Contents

List of figures	x
List of tables	xii
Foreword	xiii
Sir Michael Perry
Acknowledgements	xiv
Part 1: Overview
Why are you in business? The value-driven CEO	3	(20)
Why being market driven has become so important	7	(3)
Marketing: veneer or substance?	10	(1)
Marketing's role in business success	11	(1)
Is marketing really at the crossroads?	12	(1)
Understanding what marketing really is	13	(1)
Operationalizing marketing	14	(1)
A model for creating a company for customers	15	(4)
The structure of the book	19	(4)
Part 2: Managing value-creating processes
Getting back to basics: the market understanding process	23	(26)
Marketing as a competitive weapon	25	(4)
Why do we need marketing plans?	29	(2)
The business leader and marketing planning	31	(3)
Organizing for marketing planning	34	(1)
Providing a realistic context for strategic marketing planning	34	(1)
Market definition and segmentation	35	(9)
Case history conclusion	44	(2)
Interview: John Condron, CEO, Yell	46	(3)
Building bridges: the relationship management process	49	(24)
What is relationship marketing?	51	(2)
The role of multiple stakeholders	53	(1)
The six markets framework	53	(6)
Failing to manage the six markets	59	(2)
Assess your own performance in managing the six markets	61	(4)
Relationship value management	65	(1)
The linkage model	66	(1)
Summary	67	(2)
Interview: Mike Hodgkinson, CEO, BAA	69	(4)
Customer solutions, not product features: the innovation process	73	(22)
The traditional view of innovation	74	(3)
What's new about a new product?	77	(2)
New brand development	79	(1)
New geographic development	80	(1)
The limitations of product innovation	81	(1)
Customer value and innovation	82	(2)
Asset- and capabilities-based innovation	84	(3)
Breaking down barriers to innovation	87	(2)
Summary	89	(1)
Interview: John Howells, technical director, 3M, UK and Ireland	90	(5)
Breaking down the boundaries: the supply chain management process	95	(18)
Competing through capabilities	100	(1)
Differentiation in a commodity world	100	(1)
The growth of customer buying power	101	(1)
Leveraging the `extended enterprise'	101	(1)
Time compression holds the key	102	(5)
Turning the supply chain into a demand chain	107	(1)
Going global	108	(1)
Summary	109	(1)
Interview: John Allan, CEO, Exel	110	(3)
Competing through information: the knowledge management process	113	(22)
Intellectual capital and knowledge management	115	(2)
Leveraging intellectual capital for competitive advantage	117	(3)
Developing a knowledge culture	120	(2)
Formal systems for sharing knowledge	122	(2)
Linking knowledge to marketing strategy	124	(4)
Summary	128	(1)
Interview: John Neill, CEO, Unipart Group of Companies	129	(6)
Part 3: Delivering customer value
Keeping customers satisfied: maximizing market potential	135	(34)
Strategies to achieve the objectives	137	(1)
Strategic planning for key accounts	138	(6)
Where does strategic marketing planning fit?	144	(3)
Measuring marketing effectiveness	147	(3)
Getting wired - the impact of e-commerce on the customer-focused company	150	(1)
What is e-marketing?	151	(1)
The Six `I's model	151	(7)
When is it appropriate to use the Internet?	158	(6)
Summary	164	(1)
Interview: Ben Maddocks, global relationship director, PricewaterhouseCoopers	165	(4)
Creating consonance: positioning and branding the organization	169	(20)
Brand marketing in transition	170	(3)
Customer value and the organization	173	(4)
Marketing the organization	177	(2)
Positioning and branding the organization	179	(5)
The CEO and marketing management	184	(1)
Summary	185	(1)
Interview: Ian Ryder, vice-president, brand and communications, Unisys (and former director of global brand management, Hewlett-Packard)	186	(3)
Delivering the goods: creating stakeholder value	189	(20)
Customer value	190	(6)
Shareholder value	196	(3)
Employee value	199	(3)
Integrating employee, customer and shareholder value	202	(3)
Summary	205	(1)
Interview: Jim Brooks, head of corporate planning, RMC Group	205	(4)
Index	209