Managing stakeholders, with customers at the centre

What you will learn in this chapter

  • To understand the importance of managing all stakeholders
  • To become more customer-focused in your organisation and strategy
  • To understand the importance of customer insight, value and segmentation
  • To treat suppliers as partners to increase value and quality
  • To grasp the basics of better buying
  • To identify different stakeholders and understand why they’re important
  • To use simple techniques to help analyse and manage stakeholders
  • To encourage collaborative partnerships and other strategic alliances

‘The consumer is the boss.’

A.G. Lafley

Successful companies, and successful managers, adapt continually. They have an understanding of the contribution of ...

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