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Book Cover
Author Anderson, Henrik.

Title Inside the customer universe : how to build unique customer insight for profitable growth and market leadership / Henrik Anderson, Thomas Ritter.

Published Hoboken, N.J. : Wiley ; Chichester : John Wiley [distributor], [2008]


Location Call No. Status
 UniM Giblin Eunson  658.812 ANDE    AVAILABLE
Physical description x, 279 pages : illustrations ; 24 cm
Notes Formerly CIP. Uk.
Includes index.
Contents The quick-guide to customer universe based execution -- The executive challenge of driving EBITDA -- The challenges of current segmentation models -- Identifying customer types : inside the customer mind -- Identifying roles and scenes : inside situations and occasions -- CUBEical segmentation : the platform for achieving market leadership -- CUBEical strategy : where and how to compete -- CUBEical implementation : how to set the agenda -- CUBEical thinking : why the framework works -- The fast moving consumer goods universe -- The key account management universe -- The mergers and acquisition universe.
Summary "Inside the Customer Universe provides a systematic approach to out-compete competitors by decoding the drivers of customer needs. This insight is the foundation for developing and implementing successful customer growth strategies. The book enables readers to predict customer needs and to set customer expectations." "Inside the Customer Universe introduces a powerful segmentation tool based on three stable dimensions: customer types, customer roles, and scenes. Based on this CUBEical segmentation, the book explains in detail the transformation of customer insight into strategic options and actions. Based on the roadmap of where and how to compete, the book illustrates the ease of implementing up- and cross-sales initiatives and shows the way to increased effectiveness in market and customer communication. The book also addresses common challenges for fast moving consumer goods manufacturers, for key account management, and for mergers and acquisitions."--BOOK JACKET.
Other author Ritter, Thomas, 1970-
Subject Customer relations -- Management.
Relationship marketing.
Consumer behavior.
ISBN 9780470694244 (hbk.) £24.99
0470694246 (hbk.) £24.99