Titlebook: Breaking Through; Implementing Custome Sandra Vandermerwe Book 2004 Sandra Vandermerwe 2004 business.innovation.marketing.strategy

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overlapping areas of strategy, marketing and innovation to provide a new and dynamic model to implement customer focus in enterprizes. In an environment of falling margins the model shows how to increase value to customers and improve business results.978-1-349-51762-6978-0-230-51430-0

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Introductionates it; and managerial insight corroborates it. In today’s competitive environment, products and services — no matter how good or innovative they may be — can only produce short-lived rewards: they diminish in value over time, unlike customers who, with time, . in value.

BYRE

Create Strategic Excitementgent need for change, but, in particular, that there is an excitement about how adopting a customer approach will mean success to their enterprise now and in the long run. Without this, as many commentators and executives reiterate over and over again, there can be no real change towards sustainable

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