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Profiting From Services and Solutions by Stephen W. Brown, Valarie A. Zeithaml

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Chapter 5

Customization

Balancing Uniqueness with Operational Realities

In the publishing industry, Pearson PLC dominates the world’s education market. Its teaching and learning materials touch all grades and settings, from preschool to postdoctorate and from home schooling to the corporate university.

For the last 15 years, Pearson has been acquiring educational technology firms and online training outfits in anticipation of digital reading and the emergence of a global middle-class consumer. According to The Times of London, “Every year over the next decade one hundred million people in emerging markets such as China, India, and Brazil will join the middle classes. Every year they will spend $1 trillion more on goods and services such as education.” ...

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