Simply Better (Hardcover)

by Patrick Barwise

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In this "radically conservative" book, the authors advocate a "back-to-basics" approach to marketing that replaces the relentless quest for differentiation with a relentless focus on these types of basic customer needs. The authors' research shows that most companies have been ignoring the basics for too long. At the heart of the authors' approach is a view of why customers buy what they do. Barwise and Meehan argue that marketers must understand what customers want from the entire product or service category. So, rather than focus on new luxury attributes for a specific car marketer's need to understand what basic needs customers have for automobiles in general (ie: safety, handling, etc). Once they figure that out they need to deliver on those basic needs better than everyone else.

Title	Simply Better
Author	Patrick Barwise
Publisher	Harvard Business Review Press (India)
ISBN	9780875843988
Edition	Edition, 2004
Number of Pages	216
Country	India
Language	English

Patrick Barwise

Patrick Barwise (patrickbarwise.com) is emeritus professor of management and marketing at London Business School. He joined LBS in 1976 after an early career at IBM. He is also former chairman of Which?, the UK's leading consumer organization, and current chairman of the Archive of Market and Social Research. His latest book, co-authored with cultural commentator Peter York, is The War Against the BBC: How an unprecedented combination of hostile forces is destroying Britain's greatest cultural institution... And why you should care (Penguin, 2020). His previous books include Television and its Audience (Sage, 1988), coauthored with Andrew Ehrenberg (LBS), which has never been out of print; Simply Better: Winning and Keeping Customers by Delivering What Matters Most (Harvard Business School Press, 2004), coauthored with Seán Meehan (IMD, Lausanne), the first ever non-US winner of the American Marketing Association’s Berry-AMA Book Prize; Beyond the Familiar: Long-Term Growth through Customer Focus and Innovation (Jossey-Bass, 2011), also coauthored with Seán Meehan; and The 12 Powers of a Marketing Leader: How to Succeed by Building Customer and Company Value (McGraw-Hill, 2016), coauthored with former McKinsey partner Thomas Barta.