Managing Customer Value: Creating Quality and Service That Customers Can See

Managing Customer Value presents a simple yet powerful method to determine where your product falls relative to the competition with respect to quality and value. This exercise alone will most likely be an eye opener for any business. The book then provides the necessary steps that must be taken to shift the location of a product on the quality/value curve. Managing Customer Value is still highly relevant and best of all it is not that difficult to put into practice.

Dr. Bradley Gale is one of the world's leading authorities on the process of Value Mapping. Value Mapping is the technique of turning customer feedback from customers into powerful management tools that point the way to improve profits. Value Mapping is an excellent approach for industrial marketers to include in their arsenal of analytical tools. This book is filled with examples and framework templates that show you how to do it. The key for those of us in industrial marketing is getting the customer data. It's usually more difficult in industry, and there is often low or no funding available for market research. Once your company decides to stop "flying blind" this book can be exceedingly valuable as a handbook that covers to do with the information.Prentis HallPresidentThe Industrial Marketing Practice Association...

This book has much to recommend it - readable yet with somewhat of a quantitative approach to finding better ways to deliver value to customers.Its' real worth is that it takes a view that requires the inclusion of the needs of the customer in the process of strategy development.Too many books describe a process to improve the product or the supply chain without asking the most critical question - will anyone actually pay us for making these changes ?If it has a (slight) shortfall, the book does not apply the same detail to integrating the needs of the customer to the decision making process. However, this is overcome by the sound way in which Gale seeks to assist us in finding ways to drive value for the customer.Worth the investment - it does require some effort to read, but most worthwhile books are like that.