Description

How many of today's leading corporations are successfully winning back old customers and attracting new ones

The new purchasing patterns of disenchanted customers and the demise of brand loyalty have compelled many endangered corporate giants to radically alter their thinking about product design and marketing. This book describes how leading companies such as IBM, Nestle, Dupont, AT&T, and Panasonic have stopped creating products for "buyers" and have started considering the long-term needs of users.

* Packed with real-world cases which demonstrate crucial ideas, tools, and techniques in action at leading firms

SANDRA VANDERMERWE (London, England) holds a chair in Management at the Management School Imperial College, London. Her latest book is Tin Soldiers to Russian Dolls.

The Eleventh Commandment: Transforming to "Own" Customers

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£34.99

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Hardback by Sandra Vandermerwe

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How many of today's leading corporations are successfully winning back old customers and attracting new ones The new purchasing patterns... Read more

    Publisher: John Wiley & Sons Inc
    Publication Date: 05/06/1996
    ISBN13: 9780471958239, 978-0471958239
    ISBN10: 0471958239

    Number of Pages: 262

    Non Fiction , Business, Finance & Law

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    Description

    How many of today's leading corporations are successfully winning back old customers and attracting new ones

    The new purchasing patterns of disenchanted customers and the demise of brand loyalty have compelled many endangered corporate giants to radically alter their thinking about product design and marketing. This book describes how leading companies such as IBM, Nestle, Dupont, AT&T, and Panasonic have stopped creating products for "buyers" and have started considering the long-term needs of users.

    * Packed with real-world cases which demonstrate crucial ideas, tools, and techniques in action at leading firms

    SANDRA VANDERMERWE (London, England) holds a chair in Management at the Management School Imperial College, London. Her latest book is Tin Soldiers to Russian Dolls.

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