The myth of excellence : why great companies never try to be the best at everything - Crawford, Frederick A.; Mathews, Ryan. (New York : Three Rivers Press, 2001)
Field notes from the commercial wilderness -- The new model for consumer relevancy -- Would I lie to you? : the overrated importance of lowest price -- I can't get no satisfaction : service with a smile? -- I still haven't found what I'm looking for : access, physical and psychological -- Why "good" is good enough : choice and the issue of product bandwidth -- Do you really get me? : the experience factor -- Making consumer relevancy work -- Supply-chain realities -- Consumer relevancy and the future.
Originally published in hardcover: New York : Crown Business, 2001.
Includes bibliographical references (p. 239-241) and index.
Keywords: Marketing research -- Case studies; Consumer behavior -- Case studies; Shopping -- Case studies; Marketing -- Recherche -- Cas, ?? tudes de; Consommateurs -- Comportement; Magasinage