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Books > Business & Economics > Business & management > Sales & marketing > Customer services
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The Eleventh Commandment - Transforming to 'Own' Customers (Hardcover)
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The Eleventh Commandment - Transforming to 'Own' Customers (Hardcover)
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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 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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