Abstract
In a competitive marketplace customers serve as an important source of revenue, which may be lost if the value created for customers is inadequate. Maximizing the fit between what is being offered and what the customers want is therefore imperative. Customer management must include the objectives of creating value for the customer while shaping their preferences, and responding to demand volatility through innovations in technology and processes.
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Chakravarty, A.K. (2014). Managing the Customer. In: Supply Chain Transformation. Springer Texts in Business and Economics. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-41911-9_2
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