Simply better
Sean Meehan and Patrick Barwise
The authors’ approach turns the core of marketing thinking on its head by arguing that success is achieved, not by unique differentiators as conventional wisdom dictates, but by delivering the generic category benefits better than competitors.
Simply Better
Delivering what matters most
Patrick Barwise
London Business SchoolSen Meehan
IMD
In today's competitive markets, conventional
wisdom says that: the customer is king; to compete successfully, you must offer
something unique, but doing so...
