Description: Competitive advantage comes from service and added value. The competitive arena has shifted towards an emphasis on people: employees and customers. Now, in order to command that crucial customer preference, the company must be focused on customers, service and employee communication at all levels. Pan-company marketing is a new concept that demonstrates the power of diffusing this focus throughout the whole organization. It is a way of focusing everyone, from the chief executive to the telephone sales person to the company accountant, on winning customer preference and loyalty. Creating a Company for Customers explains this business rationale and how it can help your company to deliver more effectively. Key ponts: interviews with the CEO of major organizations on pan-company marketing preface from Sir Michael Perry, President of the Marketing Council case studies from top companies which are putting into practice the principles of pan-company marketing " At last a marketing book which is an antidote to the theoretical 'faddism' that sometimes makes marketing disciplines abstract and irrelevant. A practical and eminently readable guide which should be widely subscribed. " Jane Frost, Sales & Marketing Director, BBC Technology

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