Tilt: Shifting Your Strategy from Products to Customers
Niraj Dawar
Again and again, marketers in all industries are faced with questions: where to look for the competitive advantages of a product? How to maintain positions in the market? Cheap clones are popping up like mushrooms after the rain, and consumers are increasingly cheating on well-known brands with less high-profile but more profitable counterparts. Investment in new product development and technical innovation is less and less profitable. According to Professor Neeraj Dawar, customer-oriented business will be the future success. Using the example of various companies, the author shows that the most powerful competitive advantages, which are almost impossible to replicate, lie at the level of consumers, not the product. In his book, Professor Davar takes a detailed look at the tools for collecting data on consumer interests and methods for analyzing them.
