Customer Fraud and Business Responses: Let the Marketer Beware

by Bill Keep and Kelly Tian

From remarkably frank and credible responses to their comprehensive research questionnaire, Tian and Keep provide a unique, wide ranging catalogue of frauds that customers perpetrate on businesses--and what marketers can do to combat it. They were able to receive and analyze more than 250 written descriptions--a 71% response rate --of the acts that customers committed and the methods they used. Instead of merely a checklist, Tian and Keep...

• Format: Hardcover
• Language: English
• ISBN: 1567203876
• ISBN13: 9781567203875
• Release Date: December 2001
• Publisher: Praeger
• Length: 272 Pages
• Weight: 1.26 lbs.
• Dimensions: 1.1" x 6.3" x 9.5"