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Creating A Company for Customers: How to Build and Lead a Market Driven Organization

Malcolm Mcdonald

3 ratings by Goodreads
ISBN 10: 0273642499 / ISBN 13: 9780273642497
Published by Financial Times Prentice Hall, 2001
Condition: Good Hardcover
From Books Express (Portsmouth, NH, U.S.A.)

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Bibliographic Details

Title: Creating A Company for Customers: How to ...

Publisher: Financial Times Prentice Hall

Publication Date: 2001

Binding: Hardcover

Book Condition: Good

Edition: 1st - may be Reissue.

About this title


Four marketing and management consultants advocate "pan-company marketing," a concept that emphasizes customers, service, and employee communication at all levels as the best means to command customer preference. Of probable interest to CEOs and their boards. Annotation c. Book News, Inc., Portland, OR (

From the Back Cover:

Competitive advantage comes from service and added value.

The competitive arena has shifted towards an emphasis on people: employees and customers. Now, in order to command that crucial customer preference, the company must be focused on customers, service and employee communication at all levels.

Pan-company marketing is a new concept that demonstrates the power of diffusing this focus throughout the whole organization. It is a way of focusing everyone, from the chief executive to the telephone sales person to the company accountant, on winning customer preference and loyalty.

Creating a Company for Customers explains this business rationale and how it can help your company to deliver more effectively.

Key ponts:

  • interviews with the CEO of major organizations on pan-company marketing
  • preface from Sir Michael Perry, President of the Marketing Council
  • case studies from top companies which are putting into practice the principles of pan-company marketing

"At last a marketing book which is an antidote to the theoretical 'faddism' that sometimes makes marketing disciplines abstract and irrelevant. A practical and eminently readable guide which should be widely subscribed."

—Jane Frost, Sales & Marketing Director, BBC Technology

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