The Eleventh Commandment: Transforming to "Own" Customers

How many of today's leading corporations are successfully winning back old customers and attracting new ones

The new purchasing patterns of disenchanted customers and the demise of brand loyalty have compelled many endangered corporate giants to radically alter their thinking about product design and marketing. This book describes how leading companies such as IBM, Nestle, Dupont, AT&T, and Panasonic have stopped creating products for "buyers" and have started considering the long-term needs of users.

* Packed with real-world cases which demonstrate crucial ideas, tools, and techniques in action at leading firms

SANDRA VANDERMERWE (London, England) holds a chair in Management at the Management School Imperial College, London. Her latest book is Tin Soldiers to Russian Dolls.