Appreciating and satisfying the emotional heads of buyers can be
the essential factor contributing to the creation of a competitive
edge, particularly where close uniformity of quality, price and
service exists between competing suppliers. This book looks at the
factors influencing buying decisions and the supplier's response to
the customer. Sensitive situations, such as the handling of
complaints, are dealt with specifically, as is the way in which
companies can implement the cultural changes necessary to move an
organisation towards a greater recognition of individual buyers'
needs.
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