Patrick Barwise is emeritus professor of management and
marketing at London Business School and chairman of Which?, the
UK''s leading consumer organization. He joined LBS in 1976 after an
early career at IBM and has published widely on management,
marketing, media, and research methods. He is an experienced
conference speaker and expert witness, having worked on commercial,
tax, and competition cases in Brussels, Frankfurt, London, Paris
and Washington. He has also has been involved in two successful
start-up businesses: the online field research company Research Now
acquired by e-Rewards in 2009 and the online brand community
specialist Verve. Seán Meehan is the Martin Hilti Professor of
Marketing and Change Management at IMD in Lausanne, Switzerland.
Since joining IMD in 1997, he has directed both its MBA program and
its Orchestrating Winning Performance open executive program, but
his main focus has been on designing and delivering customized
offerings for leading global companies such as Air France-KLM,
Caterpillar, Hilti, Mastercard, Sandvik, Telefonica, and Toyota.
His research is about understanding and addressing the challenges
of becoming customer-focused. His early career was in client
service and marketing roles at Arthur Andersen and Deloitte. The
authors'' previous book, Simply Better: Winning and Keeping
Customers by Delivering What Matters Most, won the American
Marketing Association''s 2005 Berry-AMA Book Prize and has been
translated into seven other languages. Their research has also been
published in the Harvard Business Review, MIT Sloan Management
Review, and other leading management journals.
目錄：
PREFACE.
ACKNOWLEDGEMENTS.
Chapter 1 What Every CEO Wants.
Chapter 2 Your Promise to the Customer.
Chapter 3 Delivering Today''s Promise Better and Better Every
Day.
Chapter 4 Driving the Market by Relentlessly Improving the
Promise.
Chapter 5 Innovating Beyond the Familiar.
Chapter 6 Opening Up: What Leaders Must Do.
Postscript.
End Notes.
Index.
About the Authors.
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