Centro de Documentacion de Fundación MAPFRE - How increasing value to customers improves business results

MAP20071501452

How increasing value to customers improves business results / Sandra Vandermerwe

The problem with the conventional approach is that products and services are too easy for competitors to emulate and improve upon. Unilever and BP have found new wealth by getting greater share of customer spending

En: Sloan Management Review. - Boulder. - nº 1, Vol. 42, Fall 2000 ; p. 27-37

1. Servicio al cliente . 2. Fidelización de clientes . 3. Creación de valor en la empresa . 4. Ventaja competitiva . 5. Investigación de mercados . 6. Lanzamiento de productos . I. Title.