Making meaning

Making meaning : how successful businesses deliver meaningful customer experiences
Diller, Steve
Shedroff, Nathan
Rhea, Darrel
2008
Berkeley, New Riders. 146 p.
Resumen: Writing in the tradition of Louis Cheskin, one of the founding fathers of market research, the authors of Making Meaning observe, define, and describe the meaningful customer experience. By consciously evoking certain deeply valued meanings through their products, services, and multidimensional customer experiences, they argue, companies can create more value and achieve lasting strategic advantages over their competitors.
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