Dr. Mary Jo Bitner
Professor and Edward M. Carson Chair
Co-Executive Director, Center for Services Leadership
W. P. Carey School of Business
Arizona State University
Not All Customers Are The Same
This course seeks to recognize that not all customers are the same and that they can differ in terms of the needs, knowledge, and familiarity with the product or service. Since customers differ in their needs our approaches to supporting them should alter accordingly.
About This Course
This course seeks to recognize that not all customers are the same and that they can differ in terms of the needs, knowledge, and familiarity with the product or service. Since customers differ in their needs our approaches to supporting them should alter accordingly.
Course Staff
Dr. Douglas Olsen
Associate Professor of Marketing
Center for Services Leadership
W.P. Carey School of Business
Arizona State University
References
Bitner, Valarie A., Mary Jo Bitner, and Dwayne D. Gremler (2017), Services Marketing, Integrating Customer Focus Across the Firm, New York, NY: McGraw Hill.
Hoppe, Michael (2006). Active Listening: Improve Your Ability to Listen and Lead: Improve Your Ability to Listen and Lead. Center for Creative Leadership: Greensboro, NC.
Kotler, Philip and Kevin Keller (2016) Marketing Management (15th Edition), Boston, MA: Prentice-Hall.
Olsen, G. Douglas (2012), The Five Laws of Innovation Success, Phoenix, AZ: Novetics Press.
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