The Eleventh Commandment - Transforming to 'Own' Customers (Hardcover)

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.

General

Imprint:	John Wiley & Sons
Country of origin:	United States
Release date:	June 1996
First published:	August 1996
Authors:	S. van der Merwe
Dimensions:	246 x 177 x 21mm (L x W x T)
Format:	Hardcover
Pages:	262
ISBN-13:	978-0-471-95823-9
Categories:	Books > Business & Economics > Business & management > Management & management techniques > General Books > Business & Economics > Business & management > Sales & marketing > Customer services
LSN:	0-471-95823-9
Barcode:	9780471958239

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