Cementing relationships

Article Abstract:

The effects of the expanding customer choice on marketing success are discussed. Marketers are challenged to manage these choices in order to deliver more value. Lafarge, a supplier of construction materials, encouraged the sales force to offer added-value services to customers. And by 2004, the company's cement division was already offering more than 100 variations on its products and services.

Product standards, safety, & recalls, Standards, Customer relationship management

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Framing the landscape

Article Abstract:

The five genres of authenticity are: natural, original, exceptional, referential, and influential. Definition of these genres and guide questions in examining the genre of authenticity to render to an offering or product are discussed.

Varieties, Product image

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Keep it real

Article Abstract:

Consumers today are drawn more to authenticity than price and quality when availing of goods and services. Details on how marketers face the challenge of rendering authenticity in products and services are discussed.

Evaluation, Cover story

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