Anil K. Gupta, Vijay Govindarajan, and Haiyan Wang are among the most distinguished experts in the field of globalization. In The Quest for Global Dominance they present the lessons from their twenty-year study of over two hundred corporations. They argue that, in order for a company to create and maintain its position as a globally dominant player, executives must ensure that their company leads its industry in the following four essential tasks: Identifying market opportunities worldwide and pursuing them by establishing the necessary presence in all key markets Converting global presence into global competitive advantage by identifying and developing the opportunities for value creation that global presence offers Cultivating a global mindset by viewing cultural and geographic diversity as an opportunity, not just a challenge Leveraging the rise of emerging markets especially China and India to transform the company's growth prospects, global cost structure, and pace of innovation
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Cundari Aldo. Customer-Centric Marketing
DEDICATION
PRELUDE
INTRODUCTION. THE SHOEMAKER'S STORY
CHAPTER ONE. THE AGE OF THE CUSTOMER. HOW DID WE GET HERE?
CHAPTER TWO. CARPE DIEM. THE CMO DILEMMA
CHAPTER THREE. CUSTOMER RELATIONSHIPS HAVE CHANGED. THE DECLINE OF BRAND TRUST AND RISE OF THE BRAND ADVOCATE
CHAPTER FOUR. FROM FUNNEL TO THE JOURNEY. THE NEW CUSTOMER PURCHASE JOURNEY
CHAPTER FIVE. BRANDS WILL NEVER BE THE SAME. MAKING YOUR BRAND A “BEACON OF LIGHT”
CHAPTER SIX. CUSTOMER EXPERIENCE STRATEGY. BUILDING A CUSTOMER EXPERIENCE ORGANIZATION
CHAPTER SEVEN. BUILDING RELATIONSHIPS WITH THE ADVOCATE/SHARECASTER. CREATING CONTENT
CHAPTER EIGHT. INNOVATION IN DEMANDING TIMES. INSIGHT IS A TRANSFORMATIONAL TRUTH OF INNOVATION
CHAPTER NINE. THE NEW AGENCY. THE NEW ORDER OF CREATIVITY
CONCLUDING THOUGHTS. A NEW ORDER OF BUSINESS
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Dedicated to my darling wife, Livian, and five incredible children, Natalie, Christopher, Julia, Joseph, and Nicholas, who mean the world to me. I further dedicate this book to my Mom and Dad for taking that leap of faith to fulfill their dreams for a better life and settling in Canada. My heart will always belong to you.
There are also people you meet in life who make a mark on you and, over time, they exit and reenter as though these encounters are destined and purposeful. Doug Moxon is one of those people. In the mid-1990s, Doug ran my U.S. regional office. After he left, we always stayed in touch, as if there were unfinished business. And this book is that unfinished business. Doug helped with the heavy lifting of research, editing, and being my debating partner for the ideas and concepts you will find in this book.
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Conversely, the current marketing ecosystem offers us many exciting opportunities. I'd like to share with you some of what I've learned in navigating these waters and how you can use this fundamental change in customer relationships to enhance your brand's marketing efforts and thrive in this new marketing environment.
This book is slightly different from the current crop of business books describing how to connect with customers in our transparent digital world. Don't get me wrong; there are many great books out there from renowned authors backed by first-rate research. But I'm more of a practitioner than a researcher, so you will find my observations and insights come from the realities of the street. With over three decades of hands-on, eyes-wide-open experience to tap into, I've accumulated lots of “lessons learned” and, with them, some ideas on how businesses, even individuals, can thrive in this new marketplace.
