• Create BookmarkCreate Bookmark
  • Create Note or TagCreate Note or Tag
  • PrintPrint
Share this Page URL
Help

Part: III Appendixes > E1 SITE BRANDING

E1 SITE BRANDING

Crawford, F. A. , and R. Mathews . (2001) The Myth of Excellence: Why Great Companies Never Try to Be the Best at Everything. New York: Crown Business.
Crawford and Matthews surveyed 5,000 consumers to explore their purchasing behavior. The authors found that values, such as respect, honesty, trust, and dignity, were more important to consumers than value. This finding led to a new model of “consumer relevancy” based on price, service, quality, access, and customer experience. The book suggests that for companies to be successful, they need to dominate on only one of these five factors.

Fry, J . (2001, August 13) Web shoppers' loyalty isn't so crazy after all. Wall Street Journal. (http://ebusiness.mit.edu/news/WSJ_Story8-13-01.html)
See description under Chapter 2—Making the Most of Web Design Patterns.


PREVIEW

                                                                          

Not a subscriber?

Start A Free Trial


  
  • Creative Edge
  • Create BookmarkCreate Bookmark
  • Create Note or TagCreate Note or Tag
  • PrintPrint