Introduction
It was interesting rereading the introductions to the first two editions of this book. In 2005, when the first edition was published, the book focused on competition in the global economy at a time when consumers were becoming comfortable with conducting business via the Internet. The marketplace was expanding universally and consumers were discovering that they had unlimited choices. Providing exceptional service was even more important than it had been in the past, for the simple reason that customers who were not satisfied with the way they were treated could easily take their business elsewhere.
The introduction for the second edition, published in 2010, was written at a time when we were coming out of the worst recession in ...
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