Creating a Company for Customers How to Build and Lead a Market-Driven Organization

Four marketing and management consultants advocate "pan-company marketing," a concept that emphasizes customers, service, and employee communication at all levels as the best means to command customer preference. Of probable interest to CEOs and their boards. Annotation c. Book News, Inc., Portland, OR (booknews.com)

Martin Christopher is Professor of Marketing and Logistics and Deputy Director of Cranfield School of Management with special responsibility for management development programs. He is also Chairman of the Cranfield Centre for Logistics and Transportation and head of The Marketing Group.

He has worked as a consultant for major international companies in North America, Europe, the Far East and Australasia, and is a non-executive director of a number of companies.

He has held appointments as Visiting Professor at the Universities of British Columbia, Canada; New South Wales, Australia; and South Florida in the USA.

Martin Christopher is a Fellow of The Chartered Institute of Marketing, and a Fellow and council member of The Institute of Logistics and Transport, which in 1987 awarded him the Sir Robert Lawrence medal for his contribution to the development of logistics education in Britain.

Simon Knox is Professor of Brand Marketing at Cranfield School of Management, and consultant to a number of multinational companies including McDonald's, Levi Strauss, DiverseyLever and the Ocean Group. Before joining Cranfield he worked for Unilever, where he held a number of senior roles marketing international brands in both detergents and foods.

Since joining Cranfield, Simon Knox has published over 60 papers on branding and customer purchasing styles and is a regular speaker at international conferences. He is the Director of the Institute for Advanced Research in Marketing at the School and is currently leading a research team on Customer Relationship Management on behalf of Computer Science Corporation (CSC). He is the co-author of the book Competing on Value (competingonvalue) published by Financial Times Pitman Publishing in the UK, Germany and the USA.

Malcolm McDonald is Professor of Marketing Strategy and Deputy Director of Cranfield School of Management with special responsibility for e-business.

He has extensive industrial experience, including a number of years as marketing director of Canada Dry. During the past 20 years he has run marketing seminars and workshops in the UK, Europe, Japan, India, the Far East, Australia, South America, South Africa, Brazil and the USA.

He has written 30 books, including the best selling Marketing Plans: How to

prepare them; how to use them, and many of his papers have been published.

His current interests center around the use of information technology in advanced marketing processes.

Adrian Payne is Professor of Services and Relationship Marketing and Director of the Centre for Relationship Marketing at Cranfield School of Management. Before joining Cranfield he held a number of positions in industry, including that of chief executive officer (CEO) of a manufacturing company and senior roles in corporate planning and marketing.

He is an authority on customer relationship management, relationship marketing, customer retention and services marketing, and has written nine books on these

subjects. He works internationally as a consultant, keynote speaker and educator in marketing.

About the editor

Jane Simms is a freelance writer and editor, specializing in marketing, management and business. She was previously editor of Marketing Business, the magazine of

The Chartered Institute of Marketing, and before that edited Financial Director. She has contributed to a wide range of publications, including the national newspapers, and now writes regularly for Marketing and Director.