Trade Tales: Decoding Customers' Stories

by Arch G. Woodside

To clarify their own thinking, gain confirmation, and plan, customers tell stories about their interactions with sales and service associates. These stories are told often via blog sites, social-media platforms (e.g. TripAdvisor) as well as informally to friends and family members. Read original first-person stories of problems, opportunities and outcomes with a multiple-choice exercise following each story, as well as a critical review by an independent...

• Format: Hardcover
• Language: English
• ISBN: 1787142795
• ISBN13: 9781787142794
• Release Date: November 2017
• Publisher: Emerald Publishing Limited
• Length: 206 Pages
• Weight: 0.90 lbs.
• Dimensions: 0.7" x 6.1" x 9.1"