Marketing
Marketing
From focus-group findings, common patterns offer valuable insights about how customers define and evaluate service quality. As perceived by customers, service quality can be defined as "the extent of discrepancy...
Drawing on almost two years of on-site observation, 40 in-depth interviews, and unprecedented access to confidential documents and project data, the authors focus specifically on Microsoft’s unique "synch-and-stabilize...
A new definition of value that explains how to create and add value within each of the key processes of marketing, engineering, acquisition, manufacturing, and customer service, while simultaneously integrating these...
As we accelerate into the next century, we will need to see clearly and react quickly to navigate the sharp turns ahead. Those who can discern the important trends, understand their implications, and predict their...
This is a story behind the small family business that created and marketed an obscure patent medicine-turned-soft drink-turned-national icon. In this microcosmic tour of recent American history, Pendergrast reveals...
Multicultural Marketing offers practical information and strategies for reaching America’s ''unknown'' consumers. Rossman targets the $500 billion market represented by America ’s so-called ''...
The fixation of capturing new buyers has probably been fueled by the marketer’s desire to increase revenues and profits. But, as a company pursues this goal, present customers are often overlooked. Their continued...
Willard Zangwill’s most valuable contribution to the study of innovation is that he demonstrates clearly that innovation is not something that just happens but is a conscious process governed by planning. He does an...
Almost every company in the world will eventually face a period of stalled growth. This phenomenon occurs in every industry, and affects businesses both large and small. Stalled growth affects well-managed companies,...
