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 is Senior Vice President and head of the Consumer and Retail practice area of The Boston Consulting Group. George Stalk Jr. 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.
Language
English
Pages
240
Format
Hardcover
Publisher
Wiley
Release
May 08, 2000
ISBN
047138433X
ISBN 13
9780471384335
Breaking Compromises: Opportunities for Action in Consumer Markets from the Boston Consulting Group
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 is Senior Vice President and head of the Consumer and Retail practice area of The Boston Consulting Group. George Stalk Jr. 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.