Managing Customer Value: Creating Quality and Service That Customers Can See

Bradley T. Gale, Author
Bradley T. Gale, Author Free Press $35 (432p) ISBN 978-0-02-911045-4
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This work by marketing consultant Gale ( The PIMS Principles ) is arguably the most useful marketing study since the formative works of Peter Drucker, Philip Kotler and Michael Porter. The author outlines thought-provoking ideas on ``relative quality and value as perceived by customers and . . . how to drive every part of your business from the knowledge those measurements create.'' Gale adroitly uses case studies and a well-crafted narrative to develop theories about creating power brands (``a name that means satisfaction, quality, and value to the customer''), assessing competing technologies and analyzing customer value. Gale's musings on superior quality driving the bottom line and shareholder value, ISO 9000 regulations, the Baldridge Award and TQM may shape business thinking for years to come. (May)
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