Recommendation: This book is a valuable read for managers of companies operating in mature markets seeking to maximize profits. It presents a practical, proven program for understanding consumer preferences and reconfiguring marketing mix to sell products and services in innovative ways, leading to increased profitability. The book's convincing counterargument against market share dogma enables readers to adopt a profit-oriented mindset and provides useful tools for achieving peak profit performance.

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How do companies in mature markets—where savings from cost-cutting have been exhausted and breakthrough innovations are hard to come by—achieve sustainable increases in profits? For decades, managers have been told the answer lies in pursuing high market share. But Hermann Simon, Frank F. Bilstein, and Frank Luby argue that this misguided advice has destroyed, rather than created, an additional profit potential.In Manage for Profit, Not for Share, the authors contend that companies can extract a profit potential of 1%-3 % of revenue by pursuing a profit, rather than a market share, orientation. Based on their extensive consulting work, the authors lay out a practical, proven program for making significantly more money by reconfiguring the marketing mix to sell existing products and services in different ways. The book offers practical strategies managers can use to differentiate mature products, raise prices effectively, time promotional activities properly, better understand consumer preferences, and more.A convincing counterargument to the reigning market share dogma, this book outlines the new mind-set and tools managers will need to bring their companies closer to peak profit performance.

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