Product Marketing Strategy

Customers

The Emerging Era of Customer Advocacy

Glen L. Urban

January 15, 2004

Marketing Strategy

How Much Will People Pay for That?

A new, easy-to-use procedure can help marketers determine customers’ willingness to pay.

Mary Kwak

October 15, 2001

Quality & Service

Successful Build-to-Order Strategies Start With the Customer

Matthias Holweg and Frits K. Pil

October 15, 2001