Currently there is no book that offers a 'how to' guide on a customer-driven strategy with a complete set of practical tools and techniques - Mabbot's book redresses the balance. The two unique key features of the book are pragmatism and organisational awareness - it describes a clear, straightforward approach to 'doing strategy'. By drawing upon some tried and tested tools, the author maps a simple, pragmatic approach to developing genuinely customer-driven strategy, describing how those tools are used, when more expensive approaches might be required, but importantly, when they are not. It emphasises the need for careful planning; when new customer research is necessary, where to find sources of data and gives tips as to how to 'make do' with what you have. It takes an executive from the academic MBA case study to the practical realities of driving strategic change in the real world.
- ISBN10 074946514X
- ISBN13 9780749465148
- Publish Date 3 August 2015
- Publish Status Cancelled
- Publish Country GB
- Imprint Kogan Page Ltd
- Format eBook
- Pages 240
- Language English