ISBN: 9780333598924    Publisher: Palgrave Macmillan Year of publishing: 1995     Format:  Hardback No of Pages: 216        

Appreciating and satisfying the emotional needs 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 organization towards a greater recognition of individual buyer's needs.
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