Struggling to ensure that the customer is at the center of all your business does? This book is your guide to putting the "customer" in customer experience. Not

This fully updated second edition of Understanding Customers is a recommended textbook for the Understanding Customers Certificate CIM paper. It is divided into

This edited volume will help business and academic researchers understand the means-end approach to understanding consumers. This is a qualitative marketing res

Intended for business students and managers who want to become more customer-oriented, this book focuses on helping managers develop information skills for unde

This book puts management of product innovation in a corporate strategic perspective and argues that a company's competitive position is strongly related to an