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How to Manage Market
For Sustainable Profit and Growth
This concise book is an attempt to answer this question by urging the business professionals to see and carry out the entire business from the perspective of customers. The book provides step by step directions to business professionals how to find out the unmet or under-met jobs of customers; how to choose the market of interest and specific groups of customers for doing business with; how to create and deliver winning customer value proposition for these customers through innovation and suitable business models; how to navigate the business through product development, branding, sales, and distribution, under different kinds of market complexities including commoditization and globalization of markets, and provide seamless experience to the customers.. The book ends with recommending ways to manage customer loyalty and profitability, and steering the firm to the path of sustained profitable growth.