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I sin forste bog understregede Jesper Kunde vigtigheden af
afdække essensen i en virksomhed. I denne bog går forfhttcren
skridtet videre og sætter brand'ct foran alt det, virksomheden gør.
Den nyc v.x•rdiokonomi er over os. det er nu virksomheden
skal skabe sig en unik position. hvis den vil overleve. "Unik NU
...eller aldrig" beskriver, hvordan man bruger brand tankegangen
til ar udvikle sin strategi og transformere sin virksomhed til den
nye værdiokonomi. Bogen introducerer et nyt begrebsapparar i
form af Brand Relation Management, et brand system Og en Branå
Value Chain. Bogen er fyldigt illustreret med modeller og cases om
den både svære og ncuivendige overgang fra den gamle økonomi til
den nye vxrdiokonomi.
JESPER KUNDE is a expcct to scc
business advisors' marqueg time to come. The Out-
spoken Danish marketing more in touch with
exactly whac ir will take 'o .avenergetic, encompassing,
cxciting, provocaiive. profitable
position
in the economy than 'inyone practicing 'Oday. His
message to managers is 'tough love'.
This is not for the faint Of heart- lt is not for you
unless YOO arc rendy to shed decadcs Of marketing 'wisdom'
and painscakingly build — in the spirit Of a Nike, a Virgin, a
Nokia] — your essential value proposition. It is not for you
unless you are prepared ro emire Company into
a focused system (hat cxudes the cssence Of
whom you arc and
j the world mattcrs.
Kunde gel end up
gerting your customers' 'hind'
A bravura performance front the undisputed Maestro Of
Value Positioning.
Tom peterj. Pålo Alto. 14 December, 2000
www.corporatereligion.cam
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