The Customer Trap | OPEN EDUCATIONAL RESOURCES

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The Customer Trap

Andrew R. Thomas - Personal Name; Timothy J. Wilkinson - Personal Name;

The Customer Trap shows that giving power to a customer who violates "the ten percent rule" sets a company up for ruin. Yet, when presented with the opportunity to push more sales through large customers, most decision-makers jump at the chance. As a result, marketing has come to resemble a relentless quest for efficiency and scale. Demands from mega-customers in the form of discounts, deals, and incentives erode the integrity of the brand and what it originally stood for. Lower margins become the norm and cost-saving compromises on quality take over. In time, the brand suffers and, in some cases, fails outright. Stark examples from Oreck Vacuum Cleaners, Rubbermaid, Goodyear, Levi’s, and others illustrate the perils of falling into the "customer trap."

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Series Title: -
Call Number: -
Publisher: Cham : Springer., 2015
Collation: XVI, 164
Language: English
ISBN/ISSN: 978-1-4842-0385-9
Classification: NONE
Content Type: text
Media Type: computer
Carrier Type: -
Edition: -
Subject(s): Business and management
Specific Detail Info: -
Statement of Responsibility: Andrew R. Thomas, Timothy J. Wilkinson

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Cataloger: Jemadi
Source: https://link.springer.com/content/pdf/10.1007/978-1-4842-0385-9.pdf?pdf=button
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