Customer Power: How to Grow Sales and Profits in a Customer-Driven Marketplace

by Charles Miller and David C. Swaddling

This is one of the first books on "what to do" about powerful customers, written for managers who are ready to take action on increasing the value they deliver to customers. It offers information,... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0970087942
• ISBN13: 9780970087942
• Release Date: January 2001
• Publisher: Wellington Press (OH)
• Length: 336 Pages
• Weight: 1.63 lbs.
• Dimensions: 1.1" x 6.2" x 9.3"

Customer Reviews

Don't Just Read The Book!

Dave Swaddling and Charles Miller have effectively articulated the direction that market research is taking. As a professional market researcher, I have seen the mistakes organizations have made as a consequence of bad market research. There have been too many wrong questions asked for too long a time. In Customer Power, Swaddling and Miller demonstrate that the questions researchers need to ask must focus on how customers make buying decisions, the factors they use to define value, how much value is delivered by each factor and the importance of how each of those factors impacts decision-making. The "Customer Perceived Value" approach described in this book is about researching the outcomes the customer desires by purchasing a product or service. CPV represents an important shift from organizing a company around products to organizing a company around customers. Don't just read the book, engage Dave Swaddling and Charles Miller in a project. It will change the way marketers look at their customers.

Managers will learn how to incorporate CPV into business

Customer Power: How To Grow Sales And Profits In A Customer-Driven Marketplace focuses on informing corporate managers at all levels of authority about "customer perceived value" (CPV), potential hazards in identifying CPV, and management tools for developing and capitalizing on CPV. Managers will learn how to incorporate CPV into their business strategies, its role in market segmentation, product innovation, pricing, channel management, marketing communications, operat-ions management, and more. David Swaddling and Charles Miller successfully collaborate in presenting an informative, practical, effective, and "user friendly" course in CPV oriented management that is very highly recommended reading for anyone involved in corporate policy making, supervision, product development, sales, or customer service.