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Understanding and Managing Customer Perception

By Dagmar Recklies 

“It has never been more difficult to win – and keep – business through product and price distinction.”[1]

In today’s globalising economy competition is getting more and more fierce. That means it becomes more difficult for products and services to differentiate themselves from other offerings than ever before. Not only is the number of competitive offerings rising due to globalisation of production, sourcing, logistics and access to information. Many products and services face new competition from substitutes and from completely new offerings or bundles from industry outsiders. Since product differences are closed at an increasing speed and many companies try to win the battle for customers by price reductions, products and services tend to become commodities.

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Book recommendations on Customer Management and Customer Perception




[1] IBM Business Consulting Services. 2006. 20:20 Customer Experience. available under




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Status: 01. Juli 2015