INFORMATION MASTERS
Secrets of the customer race
de John McKean, John Wiley (mai 99)
Au-delà de la guerre des prix, aujourd'hui les entreprises cherchent à se rapprocher toujours plus de leurs consommateurs. Or 5 % seulement d'entre elles parviennent à exploiter pleinement leur potentiel relationnel. Selon l'auteur, les gagnantes sont celles qui ont développé au sein de l'organisation toute entière une véritable compétence en matière d'information. McKean agrémente l'ouvrage d'exemples d'établissements qui, tel Tesco, ont su devenir les maîtres de l'information. Donc du futur.
232 pages, 209 francs (prix Bookmaster)

English Translation (Natacha Raes):
Past the price wars, companies today are trying to get closer to their consumers. Only 5% of those companies actually succeed in using the full potential of their customer base. The author states that the winners are those companies that were able to develop a real competence in matters of information throughout their entire internal organisation. McKean illustrates his work with examples of companies, like Tesco that succeeded in becoming real masters of information and thus of the future.  232 pages, 209 francs (Bookmaster price)