Rethinking the chain: leaner, faster and better marketing
Robert Shaw and Philip Kotler
Not a company in the world exists where top executives don't worry about future demand, or don't waste substantial money on ideas that were intended to boost or sustain profitable demand, but didn't. More than 100 organisations, in all sectors and sizes, took us into their confidence and spoke candidly about how they struggle to drive demand while at the same time controlling costs. We have distilled the essence of how the best differed from the worst, and encapsulated it into a performance-improvement framework that...