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001    908032045 
003    OCoLC 
005    20240129213017.0 
006    m     o  d         
007    cr unu|||||||| 
008    150427s2015    nyu     ob    001 0 eng d 
020    1484203860 
020    9781484203866 
020    9781484203859|q(e-book) 
020    1484203852|q(e-book) 
024 7  10.1007/978-1-4842-0385-9|2doi 
035    (OCoLC)908032045 
037    CL0500000582|bSafari Books Online 
040    UMI|beng|erda|epn|cUMI|dDKDLA|dCOO|dOCLCO|dOCLCF|dOCLCO
       |dOCLCQ|dOCLCO|dUAB|dOCLCO|dOCLCQ|dOCLCO|dOCLCL 
049    INap 
082 04 650 
082 04 650|223 
099    eBook O'Reilly for Public Libraries 
100 1  Thomas, Andrew R.,|eauthor. 
245 14 The customer trap :|bhow to avoid the biggest mistake in 
       business /|cAndrew R. Thomas, Timothy J. Wilkinson.
       |h[O'Reilly electronic resource] 
246 30 How to avoid the biggest mistake in business 
250    First edition. 
264  1 [New York, NY] :|bApress,|c[2015] 
264  2 New York, NY :|bDistributed to the Book trade worldwide by
       Springer Science+Business Media New York 
264  4 |c©2015 
300    1 online resource (1 volume) 
336    text|btxt|2rdacontent 
337    computer|bc|2rdamedia 
338    online resource|bcr|2rdacarrier 
504    Includes bibliographical references and index. 
520    American business is dysfunctional. Companies of all sizes
       follow the mistaken belief that their products and 
       services are best sold through mega-customers with 
       pervasive market reach, such as Amazon and Walmart. Far 
       too many business leaders fail to realize?until it is too 
       late?that the relentless pursuit of volume at all cost is 
       not the key to long-term profits and success. The Customer
       Trap: How to Avoid the Biggest Mistake in Business is 
       Thomas and Wilkinson?s sequel to The Distribution Trap: 
       Keeping Your Innovations from Becoming Commodities, which 
       won the Berry-American Marketing Association Prize for the
       best marketing book of 2010. The Distribution Trap 
       contended that cracking the big-box channel is not 
       necessarily the Holy Grail that many marketers assume it 
       is. The Customer Trap takes this thesis to the next level 
       by arguing that all companies, regardless of the industry 
       there are in, should maintain control over their sales and
       distribution channels. Volume forgone by avoiding the mass
       market is more than offset by higher margins and stronger 
       brand equity. The Customer Trap shows that giving power to
       a customer who violates "the ten percent rule" sets a 
       company up for ruin. Yet, when presented with the 
       opportunity to push more sales through large customers, 
       most decision-makers jump at the chance. As a result, 
       marketing has come to resemble a relentless quest for 
       efficiency and scale. Demands from mega-customers in the 
       form of discounts, deals, and incentives erode the 
       integrity of the brand and what it originally stood for. 
       Lower margins become the norm and cost-saving compromises 
       on quality take over. In time, the brand suffers and, in 
       some cases, fails outright. Stark examples from Oreck 
       Vacuum Cleaners, Rubbermaid, Goodyear, Levi?s, and others 
       illustrate the perils of falling into the "customer trap."
       This book demonstrates in vivid detail how to thrive by 
       controlling your sales and distribution. The authors show 
       how many firms, such as STIHL Inc., etailz, Apple, Red Ant
       Pants, and Columbia Paints & Coatings, have prospered by 
       avoiding the "customer trap"?and how your company can have
       similar success. 
588 0  Online resource; title from title page (Safari, viewed 
       April 15, 2015). 
590    O'Reilly|bO'Reilly Online Learning: Academic/Public 
       Library Edition 
650  0 Distributors (Commerce) 
650  0 Consumers. 
650  0 Dealers (Retail trade) 
650  0 New products|xMarketing. 
650  6 Distributeurs (Commerce) 
650  6 Détaillants. 
650  6 Consommateurs. 
650  7 wholesalers.|2aat 
650  7 dealers.|2aat 
650  7 retailers.|2aat 
650  7 consumers.|2aat 
650  7 Consumers|2fast 
650  7 Dealers (Retail trade)|2fast 
650  7 Distributors (Commerce)|2fast 
650  7 New products|xMarketing|2fast 
700 1  Wilkinson, Timothy J.,|eauthor. 
776 08 |iPrint version:|aThomas, Andrew R.|tCustomer trap : how 
       to avoid the biggest mistake in business.|bFirst edition.
       |d[Berkeley, California] : Apress, ©2015|h164 pages
       |z9781484203866 
856 40 |uhttps://ezproxy.naperville-lib.org/login?url=https://
       learning.oreilly.com/library/view/~/9781484203859/?ar
       |zAvailable on O'Reilly for Public Libraries 
994    92|bJFN