Smart customers, dumbs companies

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      <subfield code="c">by Christopher Locke</subfield>
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      <subfield code="a">SIn "Simplicity marketing: relieving customer stress in the digital age", Steven m. Crisol and Peter Sealey, present simplicity as an equally powerful lens for marketing. The authors cite stress as a major factor in contemporary consumer psychology: markets are faced with too daunting an array of product and service choices. To alleviate customer anxiety, companies should stop extending product lines and creating new brands; instead, shey should consolidate product and service functions by following their four R approach: replace, repackage, reposition and replenish</subfield>
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      <subfield code="g">November-December 2000 ; p. 187-191</subfield>
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