The moment of truth

Andreas Bauer, Björn Bloching, Kai Howaldt and Alan Mitchell

Chapter 2 in Moment of Truth, 2006, pp 11-28 from Palgrave Macmillan

Abstract: Abstract The moment of truth. For most sellers that’s when a deal is clinched, a product or service is sold, and money changes hands. That’s what everything else – all that work, heartache, strategy, and tactical planning – is for. To achieve that moment of truth. But closing a sale is just a by-product of something else: the customer’s belief that this choice is the right one. This belief is generated by the right alignment: when what a customer wants lines up perfectly with what the company has to offer.

Keywords: Superior Margin; Brand Management; Pinch Point; Tactical Planning; Touch Point (search for similar items in EconPapers)
Date: 2006
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-20388-4_2

Ordering information: This item can be ordered from
http://www.palgrave.com/9780230203884

DOI: 10.1057/9780230203884_2

Access Statistics for this chapter

More chapters in Palgrave Macmillan Books from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().