TY  - BOOK
AU  - Barwise, Patrick
AU  - Meehan,Sean
TI  - Simply better: winning and keeping customers by delivering what matters most 
SN  - 0875843980
AV  - HF 5415.335 B37.2004
PY  - 2004///
CY  - Boston
PB  - Harvard Business School
KW  - Consumer satisfaction
KW  - Evaluation
KW  - Satisfacción del consumidor
KW  - Evaluación
KW  - Marketing
KW  - Mercadotecnia
N1  - Incluye referencias bibliográficas (p. 197-208) e índice; Differentiation that matters -- How customers really see your brand -- Identifying generic category benefits -- Challenges of innovating to drive the market -- Caution: inside-the-box advertising doesn't work -- Customer-focused mind-set -- How to be simply better
ER  -