The Stakeholder Balance Sheet

ContentsAcknowledgementsIntroduction: Why this Book?1. The 9 Point Plan for Sustaining and Growing Your Market Profitably2. In the Beginning was ... Segmentation!* Why is market segmentation the first step?* So what is successful market segmentation all about?* Successful market segmentation is the starting point for your business and marketing strategy* Targeting individuals and organisations as well as segmenting the market* The executive self-assessment checklist: segmentation3. Delving into the Mind of the Market - Understanding the Real Stakeholder Drivers* From market drivers to business performance - a step-by-step approach* Identifying the business winners* 'Back-of-mind' and 'front-of-mind' issues* The role of intangibles* What makes for value in your business?* The executive self-assessment checklist: delving into the mind of the market4. From Customer Satisfaction and Branding to Loyalty and Attraction* Why customer loyalty is important - and why customer satisfaction doesn't give you the whole picture* Input-impact analysis of actions taken* Bringing customer opinions to life* The world is a competitive place!* But benchmarking against the competition alone can lead to wasted resources* The performance/equity gap* Comparing Norwegian apples with Italian oranges* The executive self-assessment checklist: from customer satisfaction and branding to loyalty5. Decision-Making Dynamics* Introduction* Functions/levels of seniority* Roles* Needs, interests and desires* Psycho-cultural environment* Appropriate approaches* Update the database and profile the DMU* The executive self-assessment checklist: decision-making dynamics6. Staff Motivation and Perceptions* Some introductory thoughts on staff motivation* Staff perceptions: introduction* Are staff in touch with the marketplace?* Are processes and opinions within your organisation aligned?* The executive self-assessment checklist: staff motivation* The executive self-assessment checklist: staff perceptions7.

Farrokh Suntook has been running his own consultancy and executive coaching service since 2006. The focus of his consultancy is to help clients develop market insights for action planning designed to strengthen their position in the market place.Prior to this Farrokh had over thirty year's experience, mostly in business development and marketing research consultancy undertaken for a range of blue chip multinational companies. His assignments covered topics ranging from market segmentation and product development to market drivers and customer loyalty. Over the years these topics have also been the subject of articles, international conference papers and in-house seminars and workshops which he has led.Farrokh has a BSc(Econ) from the London School of Economics and an MBA from the Columbia Business School in New York. He is a member of the CIM Learning & Development faculty.Dr John A Murphy, Telefonica O2 Professor of Customer Management and Head of Corporate Relations at Manchester Business School, combines the roles of academic and international consultant, specialising in customer management and service quality. He has held a series of senior management positions both in Ireland and the UK.At Manchester Business School he has established a unique cohort of PhD scholarship students in conjunction with leading UK companies. This is the largest doctoral research group in this specialist area in Europe. He is a regular contributor to the programmes at the MBS Executive Development Centre. He chairs and directs the Customer Management Leadership Group.John holds four professional fellowships and is a member of the International Academy for Quality, whose members are chosen from the most active protagonists of quality in the world. He is the author of five books, the most recent of which, Converting Customer Value: From Retention to Profit, was published in 2006.

"A validation of the centrality of stakeholder theory in modern business management" (Ethical Corporation Magazine, November 2008)"...supported by well-illustrated graphics and relevant case studies...fascinating insights...provides practical advice...well written and easy to read." (B2B Marketing, January 2009)