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Full Description
First Published in 1999, this book stresses the service aspects of an organization - especially customer service, marketing, and organizational responsiveness, and how to create and provide outstanding customer value to the target market(s).
Contents
Part 1: Customer Value Concepts 1. Customers Want Top Value 2. Being Customer Oriented 3. Process and Customer Value 4. Defining and Refining the Value Proposition 5. Defining and Managing Service Quality6. Communicating Value Through Price 7. Strategies for Adding and Promoting Value 8. Maximizing Value Through Retention Marketing 9. Creating Value Through Customer and Supplier Relationships Part 2: Customer Value Cases Case 1. AAA Motor Club - Responding to Change Case 2. Ethyl Corporation - Becoming Customer - Oriented Case 3. Glaxo Wellcome, Inc. - Internal Marketing Leads to Customer Responsiveness Case 4. The Grateful Dead - Customer Loyalty and Service Quality Case 5. Harrah's Casino's - Brand Building Case 6. International Food Ingredients Supplier - Customer Value Analysis Case 7. Larry Bird's Home Court - Brand Repositioning Case 8. Motorola - Supply Chain Management Case 9. Nantucket Nectars - Perceived Quality Case 10. National Association of Small Business Owners - Customer Retention Case 11. Par Value - Enhancing Customer Value Case 12. Pizza Hut - A Customer Loyalty Program Case 13. Publix Supermarkets - Customer Intimacy Case 14. Rubbermaid - Market Orientation Case 15. The U.S. Newspaper Industry - Changing Markets Case 16. State Pride Industrial Laundry - Value Chain Analysis Case 17. Southwest Airlines - Value Added Services Case 18. Teleplaza, Inc. - Differentiation Case 19. Time Insurance - A Study of Process Quality Improvement Part 3: Customer Value Applications Part 4: Customer Value Abstracts Part 5: Customer Value Assessment Tool (CVATTM )
