The Customer Trap: How to Avoid the Biggest Mistake in Business

American business is dysfunctional. Companies of all sizes follow the mistaken belief that their products and services are best sold through mega-customers with pervasive market reach, such as Amazon and Walmart. Far too many business leaders fail to realize—until it is too late—that the relentless...

Mô tả đầy đủ

Đã lưu trong:

Chi tiết về thư mục
Những tác giả chính:	Thomas, Andrew R, Wilkinson, Timothy J
Định dạng:	Sách
Ngôn ngữ:	English
Được phát hành:	Springer 2016
Những chủ đề:	Dealers Consumers Distributors
Truy cập trực tuyến:	https://scholar.dlu.edu.vn/thuvienso/handle/DLU123456789/59556
Các nhãn:	Thêm thẻ Không có thẻ, Là người đầu tiên thẻ bản ghi này!

Thư viện lưu trữ:	Thư viện Trường Đại học Đà Lạt

id	oai:scholar.dlu.edu.vn:DLU123456789-59556
record_format	dspace
spelling	oai:scholar.dlu.edu.vn:DLU123456789-595562023-11-11T06:42:40Z The Customer Trap: How to Avoid the Biggest Mistake in Business Thomas, Andrew R Wilkinson, Timothy J Dealers Consumers Distributors American business is dysfunctional. Companies of all sizes follow the mistaken belief that their products and services are best sold through mega-customers with pervasive market reach, such as Amazon and Walmart. Far too many business leaders fail to realize—until it is too late—that the relentless pursuit of volume at all cost is not the key to long-term profits and success. The Customer Trap: How to Avoid the Biggest Mistake in Business is Thomas and Wilkinson’s sequel to The Distribution Trap: Keeping Your Innovations from Becoming Commodities, which won the Berry-American Marketing Association Prize for the best marketing book of 2010. The Distribution Trap contended that cracking the big-box channel is not necessarily the Holy Grail that many marketers assume it is. The Customer Trap takes this thesis to the next level by arguing that all companies, regardless of the industry there are in, should maintain control over their sales and distribution channels. Volume forgone by avoiding the mass market is more than offset by higher margins and stronger brand equity. The Customer Trap shows that giving power to a customer who violates "the ten percent rule" sets a company up for ruin. Yet, when presented with the opportunity to push more sales through large customers, most decision-makers jump at the chance. As a result, marketing has come to resemble a relentless quest for efficiency and scale. Demands from mega-customers in the form of discounts, deals, and incentives erode the integrity of the brand and what it originally stood for. Lower margins become the norm and cost-saving compromises on quality take over. In time, the brand suffers and, in some cases, fails outright. Stark examples from Oreck Vacuum Cleaners, Rubbermaid, Goodyear, Levi’s, and others illustrate the perils of falling into the "customer trap." This book demonstrates in vivid detail how to thrive by controlling your sales and distribution. The authors show how many firms, such as STIHL Inc., etailz, Apple, Red Ant Pants, and Columbia Paints & Coatings, have prospered by avoiding the "customer trap"—and how your company can have similar success. 2016-01-07T07:19:38Z 2016-01-07T07:19:38Z 2015 Book 978-1-4842-0385-9 https://scholar.dlu.edu.vn/thuvienso/handle/DLU123456789/59556 en application/pdf Springer
institution	Thư viện Trường Đại học Đà Lạt
collection	Thư viện số
language	English
topic	Dealers Consumers Distributors
spellingShingle	Dealers Consumers Distributors Thomas, Andrew R Wilkinson, Timothy J The Customer Trap: How to Avoid the Biggest Mistake in Business
description	American business is dysfunctional. Companies of all sizes follow the mistaken belief that their products and services are best sold through mega-customers with pervasive market reach, such as Amazon and Walmart. Far too many business leaders fail to realize—until it is too late—that the relentless pursuit of volume at all cost is not the key to long-term profits and success. The Customer Trap: How to Avoid the Biggest Mistake in Business is Thomas and Wilkinson’s sequel to The Distribution Trap: Keeping Your Innovations from Becoming Commodities, which won the Berry-American Marketing Association Prize for the best marketing book of 2010. The Distribution Trap contended that cracking the big-box channel is not necessarily the Holy Grail that many marketers assume it is. The Customer Trap takes this thesis to the next level by arguing that all companies, regardless of the industry there are in, should maintain control over their sales and distribution channels. Volume forgone by avoiding the mass market is more than offset by higher margins and stronger brand equity. The Customer Trap shows that giving power to a customer who violates "the ten percent rule" sets a company up for ruin. Yet, when presented with the opportunity to push more sales through large customers, most decision-makers jump at the chance. As a result, marketing has come to resemble a relentless quest for efficiency and scale. Demands from mega-customers in the form of discounts, deals, and incentives erode the integrity of the brand and what it originally stood for. Lower margins become the norm and cost-saving compromises on quality take over. In time, the brand suffers and, in some cases, fails outright. Stark examples from Oreck Vacuum Cleaners, Rubbermaid, Goodyear, Levi’s, and others illustrate the perils of falling into the "customer trap." This book demonstrates in vivid detail how to thrive by controlling your sales and distribution. The authors show how many firms, such as STIHL Inc., etailz, Apple, Red Ant Pants, and Columbia Paints & Coatings, have prospered by avoiding the "customer trap"—and how your company can have similar success.
format	Book
author	Thomas, Andrew R Wilkinson, Timothy J
author_facet	Thomas, Andrew R Wilkinson, Timothy J
author_sort	Thomas, Andrew R
title	The Customer Trap: How to Avoid the Biggest Mistake in Business
title_short	The Customer Trap: How to Avoid the Biggest Mistake in Business
title_full	The Customer Trap: How to Avoid the Biggest Mistake in Business
title_fullStr	The Customer Trap: How to Avoid the Biggest Mistake in Business
title_full_unstemmed	The Customer Trap: How to Avoid the Biggest Mistake in Business
title_sort	customer trap: how to avoid the biggest mistake in business
publisher	Springer
publishDate	2016
url	https://scholar.dlu.edu.vn/thuvienso/handle/DLU123456789/59556
_version_	1782541025031487488

The Customer Trap: How to Avoid the Biggest Mistake in Business

Những quyển sách tương tự