Product Description

In this “radically conservative” book, the authors advocate a “back-to-basics” approach to marketing that replaces the relentless quest for differentiation with a relentless focus on these types of basic customer needs

The authors’ research shows that most companies have been ignoring the basics for too long.

At the heart of the authors’ approach is a view of why customers buy what they do. Barwise and Meehan argue that marketers must understand what customers want from the entire product or service category. So rather than focus on new luxury attributes for a specific car —marketers need to understand what basic needs customers have for automobiles in general (ie: safety, handling, etc). Once they figure that out—they need to deliver on those basic needs better than everyone else.

Product Details

• Amazon Sales Rank: #167116 in Books
• Published on: 2004-08-01
• Original language: English
• Number of items: 1
• Binding: Hardcover
• 208 pages

Edge
It’s all good stuff and ultimately proves that consumers care more about basic benefits than unique selling propositions

Review
It’s all good stuff and ultimately proves that consumers care more about basic benefits than unique selling propositions. (Edge 20050803)

This is a book about marketing for people who have read too many books about marketing... [Simply Better] is a welcome book that sheds light on a glaring deficiency in contemporary business culture... the empathy gap that exists in all too many executive suites. (Financial Times )

From the Publisher
In this "radically conservative" book, the authors advocate a "back-to-basics" approach to marketing that replaces the relentless quest for differentiation with a relentless focus on these types of basic customer needs. The authors’ research shows that most companies have been ignoring the basics for too long.

Customer Reviews

Outstanding.
Refreshingly free of psycho-babble and related nonsense and without the unrealistic, over-blown and excessive 'can do' ethos that dilutes so many other books in this arena. Yes, it swims against the tide and yes, implementing the suggestions is no easy task, but I'm certainly going to try; and that's rare for me. Don't be put off by the cover that makes it look like a GCSE-level publication. There is real wisdom in these pages.