Preface
Designing and providing superior customer value are the keys to successful business strategy in the 21st century. Value reigns supreme in today’s marketplace and marketspace. Customers will not pay more than a product is worth and will reward excellence. Consider the remarkable success of Apple, Amazon.com, Citrix Systems, FedEx, Google, IKEA, Intel, JetBlue, Lexus, and Target—these companies truly know how to maximize customer value!
The American Marketing Association and the Chartered Institute of Marketing (United Kingdom) have updated ...
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