Demand: Creating What People Love Before They Know They Want It - Couverture rigide

Slywotzky, Adrian J.

Couverture rigide

ISBN 10 : 0307887324 ISBN 13 : 9780307887320

Editeur : Crown Pub, 2011

Synopsis

Book by Slywotzky Adrian Weber Karl

A propos du livre

Revue de presse

"Adrian Slywotsky's charming and enlightening stories of market creation will inform and inspire innovators everywhere. Demand is the book you didn't know you needed until you read it, love it, and find that you can't succeed without it."
--Rosabeth Moss Kanter, Harvard Business School professor, Author of Confidence and SuperCorp: How Vanguard Companies Create innovation, Profits, Growth, and Social Good

“There is no bigger issue than demand.  We need fresh thinking based on research to develop bold, doable pathways for demand creation. Over the years I’ve learned a great deal from books such as Value Migration and The Profit Zone by Adrian Slywotzky.  Now with Demand, Slywotzky shows  how to get your arms around what many see as an intractable problem. And like every good problem-solver, he provides frameworks for thinking, illustrated through warm personal stories that get you into the personalities of some spectacular – yet unsung – demand generation heroes. The personal stories make the frameworks for thinking real, and point to some inherent traits in personality that characterize the mind, approach and courage of demand creators. Demand provides a way for leaders to build a better future for their businesses.  And a big plus is that they will like – and identify with - the people they read about.”
--Ralph A. Oliva Executive Director, Institute for the Study of Business Markets  Professor of Marketing  Smeal College of Business, Penn State

Présentation de l'éditeur

In DEMAND: Giving People What They Love Before They Know They Want It (Crown Business; October 2011), Adrian Slywotzky, named by Industry Week one of the world’s six most influential management thinkers, provides a radically new way to think about demand, with a big idea and a host of practical applications—not just for people in business but also for social activists, governments leaders, non-profit managers, and other would-be innovators.
 
They all need to master such ground-breaking concepts as the hassle map (and the secrets of fixing it); the curse of the incomplete product (and how to avoid it); why very good ≠ magnetic; how what you don’t see can make or break a product; the art of transforming fence sitters into customers; why there’s no such thing as an average customer; and why real demand comes from a 45-degree angle of improvement (rather than the five degrees most organizations manage).

Détails de l'édition

• Éditeur: Crown Pub
• Date d'édition: 2011
• Langue: anglais
• ISBN 10: 0307887324
• ISBN 13: 9780307887320
• Reliure: Relié
• Nombre de pages: 357
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible