Customer Reviews

Creating A Company for Customers: How to Build and Lead a Market Driven Organization

5 star:		(0)
4 star:		(0)
3 star:		(0)
2 star:		(0)
1 star:		(1)

 

 

One of the editorial reviews of this book should serve as a warning. "...an antidote to the theoretical 'faddims' that makes marketing disciplines abstract and irrelevant'.

Unfortunately, the book has steered so much away from a theoretical approach that it comes across more as a collection of aphorisms. For example (opening the book at a random page): '...it is the positioning of the company brand in conjunction with its core processes that creates and delivers customer value throughout the organisation'.

The most disappointing aspect is that there is so little new in this book. Reading The Loyalty Effect or The Service Profit Chain would be time better spent.

Cranfield has a great reputation in the UK as a business school, so I really had high expectations for a book written by four of its academics. The dearth of references in this book (even if the excuse is that it is written for time poor CEOs) is embarrassing, and revealing.

The central thesis is that everyone in an organisation needs to be involved in marketing; or that marketing is broader than the functional role of marketing. Again this is far from new, and a subject which is treated much better in Peter Doyle's Value Based Marketing.

I read this book in a few days of bedtime reading; buy Doyle's book instead for a more detailed and considered treatment of this topic.