May 2004
Intermediate to advanced
288 pages
6h 40m
English
Content preview from Marketing As Strategy
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THREE
From Selling Products to Providing Solutions
Customers buy holes, not drills.
IN MANY INDUSTRIES, especially in business-to-business (B2B) markets, suppliers of “products” struggle to withstand commoditization. Competitors rapidly copy new features, effectively destroying product differentiation, and sophisticated buyers refuse to pay any brand premium—at least not a premium that would cover the required additional marketing costs to build and maintain it.
Companies confronting commoditization have few strategic options. They can become a low-cost provider in their industries, but that requires relentless cost-cutting, generally by moving production overseas to low-cost locations, trading low margins for (hopefully) higher volume, revealing ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.