This text argues that the key success factor for every business - manufacturing, service, or retail - is the ability to maximise customer value, product quality alone is not enough. Customers must be integrated throughout a firm's decision making process. It discusses the three imperatives of customer value that every company must master to build and retain loyal customers: product quality, service quality, and value based pricing. This is intended a resource for middle managers, senior managers, and trainers in any corporation whose goal is to achieve sustainable competitive advantage.
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