The Eleventh Commandment – Transforming to 'Own' Customers : Transforming to "Own" Customers
Book Details
Format
Hardback or Cased Book
ISBN-10
0471958239
ISBN-13
9780471958239
Publisher
John Wiley & Sons Inc
Imprint
John Wiley & Sons Inc
Country of Manufacture
GB
Country of Publication
GB
Publication Date
Jun 5th, 1996
Print length
272 Pages
Weight
624 grams
Dimensions
24.80 x 17.60 x 2.50 cms
Product Classification:
Management & management techniquesManagement and management techniquesCustomer services
Ksh 6,350.00
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The theme of this text is customer transformation. It discusses how firms, in both the manufacturing and service industries, can change to meet new customer demands. It contains examples, checklists and case studies to help managers understand what is involved and how to make it happen.
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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