Appreciating and satisfying the emotional heads of buyers can be the essential factor contributing to the creation of a competitive edge, particularly where close uniformity of quality, price and service exists between competing suppliers. This book looks at the factors influencing buying decisions and the supplier's response to the customer. Sensitive situations, such as the handling of complaints, are dealt with specifically, as is the way in which companies can implement the cultural changes necessary to move an organisation towards a greater recognition of individual buyers' needs.

Book Information
ISBN 9780333598924
Author B. H. Elvy
Format Hardback
Page Count 204
Imprint Palgrave Macmillan
Publisher Palgrave Macmillan
Weight(grams) 420g