Martin Christopher

Creating a Company for Customers : How to Build and Lead a Market-Driven Organisation
Malcolm McDonald, Martin Christopher, Simon Knox, Adrian Payne
Financial Times Prentice Hall, December 2000, ISBN: 0273642499

Competitive advantage comes from service and added value.

The competitive area 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 organisations. 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.

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