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Improving Reliability and Quality for Product Success
book

Improving Reliability and Quality for Product Success

by Dongsu Ryu
May 2012
Intermediate to advanced content levelIntermediate to advanced
226 pages
7h 18m
English
CRC Press
Content preview from Improving Reliability and Quality for Product Success
153
chapter eight
Customer satisfaction and
comparative advantage
for new product success
In 1960, Theodore Levitt, a professor at Harvard University, published a
chapter titled “Marketing Myopia,” which emphasized the signicance
of customers.
*
Levitt preached the concept that the purpose of a busi-
ness organization is not to produce or sell products but to buy customers.
His ideas about customers have attracted broad attention and have been
making CEOs face the fact that customers decide their destinies. This has
led them to rethink their business visions. Now customer satisfaction is
recognized as the indispensable ingredient ...
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Publisher Resources

ISBN: 9781466503793