Breaking Compromises: Opportunities for Action in Consumer Markets

Autori

• AA.VV.

Parametri

• Business & Management
• Commercio
• Marketing & Vendite

Maggiori informazioni sul libro

A collection of the best and most recent thinking on marketing and brandingBreaking compromises refers to getting beyond the "either/or" scenario customers face, e.g.: If I want to pay less for this product, I'll have to sacrifice quality. Innovative companies expose—or "break"—these compromises and recalibrate the equations between customer and product. Breaking Compromises discloses the most innovative thinking on retailing, including customer retention, branding, e-commerce, global markets, and staying ahead of the competition. This groundbreaking compilation features a collection of never-before-published short essays as well as recent articles that, until now, have only been made available to BCG clients.Michael Silverstein (Chicago, IL) is Senior Vice President and head of the Consumer and Retail practice area of The Boston Consulting Group. George Stalk Jr. (Toronto, Canada) is a Senior Vice President with The Boston Consulting Group, head of BCG's innovation and marketing initiatives, and comanager of BCG's Toronto office.

Lingua: Inglese

Pubblicato: 1999

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