Drawing on the expertise of leading marketing scholars, this book provides managers and researchers with insights into the fundamentals of customer centricity a

As customer orientation continues to gain importance in the marketing field, there has been a growing concern for organizations to implement effective customer

Not all customers are created equal. Despite what the tired old adage says, the customer is not always right. Not all customers deserve your best efforts: in th

Imagine you could develop a customer-focused culture so powerful that your employees always seem to do the right thing. They encourage each other, proactively s

"Talk is cheap." A cliché, perhaps, but the idea that what we do is more important than what we say is a fundamental truth. It applies in our personal lives an