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The Eleventh Commandment: Transforming to "Own" Customers
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ISBN: 0471958239
Author: Vandermerwe, Sandra
Condition: New
How many of today's leading corporations are successfully winning back old customers and attracting new onesThe 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 firmsSANDRA 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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The Eleventh Commandment: Transforming to "Own" Customers