Verfügbarkeit: The Customer Trap | Technische Universität München

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

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Bibliographische Detailangaben
Beteiligte Personen:	Thomas, Andrew R. 1967- (VerfasserIn), Wilkinson, Timothy J. (VerfasserIn)
Format:	Elektronisch E-Book
Sprache:	Englisch
Veröffentlicht:	Berkeley, CA Apress 2015
Ausgabe:	1st ed.
Schlagwörter:	Absatzmethode Verbraucherverhalten Verkaufstechnik
Links:	https://doi.org/10.1007/978-1-4842-0385-9 https://doi.org/10.1007/978-1-4842-0385-9 https://doi.org/10.1007/978-1-4842-0385-9 https://doi.org/10.1007/978-1-4842-0385-9 https://doi.org/10.1007/978-1-4842-0385-9 https://doi.org/10.1007/978-1-4842-0385-9 https://doi.org/10.1007/978-1-4842-0385-9 https://doi.org/10.1007/978-1-4842-0385-9 https://doi.org/10.1007/978-1-4842-0385-9 https://doi.org/10.1007/978-1-4842-0385-9 https://doi.org/10.1007/978-1-4842-0385-9 https://doi.org/10.1007/978-1-4842-0385-9 https://doi.org/10.1007/978-1-4842-0385-9 https://doi.org/10.1007/978-1-4842-0385-9 https://doi.org/10.1007/978-1-4842-0385-9 https://doi.org/10.1007/978-1-4842-0385-9 https://doi.org/10.1007/978-1-4842-0385-9 https://doi.org/10.1007/978-1-4842-0385-9 https://doi.org/10.1007/978-1-4842-0385-9 https://doi.org/10.1007/978-1-4842-0385-9 https://doi.org/10.1007/978-1-4842-0385-9 https://doi.org/10.1007/978-1-4842-0385-9 http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027978268&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
Umfang:	1 Online-Ressource (XVI, 164 p.) 6 Ill.
ISBN:	9781484203859
DOI:	10.1007/978-1-4842-0385-9

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Datensatz im Suchindex

DE-BY-OTHR_katkey	5728663
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adam_text	THE CUSTOMER TRAP / THOMAS, ANDREW R. : 2015 ABSTRACT / INHALTSTEXT 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 DIESES SCHRIFTSTUECK WURDE MASCHINELL ERZEUGT.
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illustrated	Illustrated
indexdate	2024-12-20T17:14:00Z
institution	BVB
isbn	9781484203859
language	English
oai_aleph_id	oai:aleph.bib-bvb.de:BVB01-027978268
oclc_num	909052893
open_access_boolean
owner	DE-M347 DE-1049 DE-859 DE-863 DE-BY-FWS DE-92 DE-862 DE-BY-FWS DE-473 DE-BY-UBG DE-739 DE-2070s DE-703 DE-634 DE-Aug4 DE-1043 DE-1046 DE-573 DE-824 DE-860 DE-898 DE-BY-UBR DE-861 DE-1051 DE-706
owner_facet	DE-M347 DE-1049 DE-859 DE-863 DE-BY-FWS DE-92 DE-862 DE-BY-FWS DE-473 DE-BY-UBG DE-739 DE-2070s DE-703 DE-634 DE-Aug4 DE-1043 DE-1046 DE-573 DE-824 DE-860 DE-898 DE-BY-UBR DE-861 DE-1051 DE-706
physical	1 Online-Ressource (XVI, 164 p.) 6 Ill.
psigel	ZDB-2-SBE ZDB-2-SBE_2015
publishDate	2015
publishDateSearch	2015
publishDateSort	2015
publisher	Apress
record_format	marc
spellingShingle	Thomas, Andrew R. 1967- Wilkinson, Timothy J. The Customer Trap How to Avoid the Biggest Mistake in Business Absatzmethode (DE-588)4141093-2 gnd Verbraucherverhalten (DE-588)4062644-1 gnd Verkaufstechnik (DE-588)4129047-1 gnd
subject_GND	(DE-588)4141093-2 (DE-588)4062644-1 (DE-588)4129047-1
title	The Customer Trap How to Avoid the Biggest Mistake in Business
title_auth	The Customer Trap How to Avoid the Biggest Mistake in Business
title_exact_search	The Customer Trap How to Avoid the Biggest Mistake in Business
title_full	The Customer Trap How to Avoid the Biggest Mistake in Business by Andrew R. Thomas, Timothy J. Wilkinson
title_fullStr	The Customer Trap How to Avoid the Biggest Mistake in Business by Andrew R. Thomas, Timothy J. Wilkinson
title_full_unstemmed	The Customer Trap How to Avoid the Biggest Mistake in Business by Andrew R. Thomas, Timothy J. Wilkinson
title_short	The Customer Trap
title_sort	the customer trap how to avoid the biggest mistake in business
title_sub	How to Avoid the Biggest Mistake in Business
topic	Absatzmethode (DE-588)4141093-2 gnd Verbraucherverhalten (DE-588)4062644-1 gnd Verkaufstechnik (DE-588)4129047-1 gnd
topic_facet	Absatzmethode Verbraucherverhalten Verkaufstechnik
url	https://doi.org/10.1007/978-1-4842-0385-9 http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027978268&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
work_keys_str_mv	AT thomasandrewr thecustomertraphowtoavoidthebiggestmistakeinbusiness AT wilkinsontimothyj thecustomertraphowtoavoidthebiggestmistakeinbusiness

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