The Last Word

Journal of Business Strategy

ISSN: 0275-6668

Publication date: 1 April 1998


You may not believe the customer is always be right, as James Cash Penney insisted, but you can't deny that he or she pays your salary, no matter what business you're in. But what is a customer? Is a customer a consumer? A king? A headache? All of the above? None of the above? We decided to find out what people thought a customer actually was. Here's what they told us.


(1998), "The Last Word", Journal of Business Strategy, Vol. 19 No. 4, pp. 56-56.

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Copyright © 1998, MCB UP Limited

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