Books
We have written a number of books to be of more benefit to clients than would have been the case had we simply applied commoditized concepts. Our books have considered relationships with customers and other stakeholders, and the development of competitive advantage including competitively superior customer relationships. The following describes our books:
Competitor Targeting: Winning the Battle for Market and Customer Share
(John Wiley & Sons, ISBN 0471644102), in multiple translation.
This book discusses strategies for competitive advantage including approaches to win customers and markets by developing a competitive context for relationship marketing/CRM initiatives. It provides a roadmap for planning how customers can be won, one-at-a-time and more generally to defeat specific competitors. Just as markets can be segmented and customers clustered to improve marketing effectiveness and economies, the book shows how competitors are not equal and how to manage the different types.
Relationship Marketing: New Strategies, Techniques and Technologies to Win the Customers You Want and Keep Them Forever
(John Wiley & Sons, ISBN 0471641731), English, Portuguese, Polish and Russian.
Relationship Marketing provides a comprehensive roadmap for relationship marketing/CRM strategy and implementation. This book goes far beyond the basic idea that customers needs and desires can be addressed uniquely. It is a practical guide to helping marketers and others to integrate relationship marketing into the business and use it to create value for the company and its customers.
Beat the Competition: How to Use Competitive Intelligence to Develop Winning Business Strategies
(Basil Blackwell/John Wiley & Sons, Oxford, UK, ISBN 0631159916), English and Spanish.
One of the first books on competitive intelligence and the first to place competitive intelligence in strategic context, Beat the Competition provides detail on the establishment and management of a competitive intelligence department, what the role of competitive intelligence should comprise, how to conduct competitive intelligence while keeping practices above board, and how to gain strategic insight. Importantly, the book notes that competitive intelligence is the process of finding answers to thoughtful questions and not simply securing a wide variety of information about competitors.
If you would like us to discuss concepts presented in these books and the issues of customer relationships and competition at a management meeting or industry forum, please contact us.