Based on the title provided, you are likely referring to by Lisa Shepherd.
: Shepherd introduces a framework centered on the "Three Cs"— Company , Customers , and Competition —to help businesses find their market sweet spot. How to gain customers and increase profits with...
Reviewers and business experts often highlight the book's accessibility for those who "wear the marketing hat" by necessity rather than training. Based on the title provided, you are likely
: Delivering superior service leads to higher retention and more sales to existing customers, which is often more cost-effective than pure pre-sale marketing. : Delivering superior service leads to higher retention
This book is a practical, 215-page guide designed for B2B company leaders and non-marketers who need to drive growth without a massive budget. It focuses heavily on "pragmatism over theory," offering actionable steps to build a marketing engine from scratch.
Beyond the specific book, general business research emphasizes several proven strategies to achieve these goals: