TY  - BOOK
AU  - Crawford,Frederick A.
AU  - Mathews,Ryan
TI  - The myth of excellence: why great companies never try to be the best at everything 
SN  - 0609810014 (pbk.)
PY  - 2001///
CY  - New York
PB  - Three Rivers Press
KW  - Marketing research
KW  - Case studies
KW  - Consumer behavior
KW  - Shopping
KW  - Marketing
KW  - Recherche
KW  - Cas, ?? tudes de
KW  - Consommateurs
KW  - Comportement
KW  - Cas, ???�tudes de
KW  - Magasinage
N1  - Originally published in hardcover: New York : Crown Business, 2001; Includes bibliographical references (p. 239-241) and index; 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
ER  -