Ford Library

Rules to break and laws to follow : how your business can beat the crisis of short-termism by Don Peppers & Martha Rogers. John Wiley & Sons, 2008.

Martha Rogers, adjunct professor at the Fuqua School, has written a new book with her business partner Don Peppers, about the dangers of “short-termism,” or the obsession with making quarterly profits at the expense of long term customer value.

After arguing that customers are a company’s most scarce resource and the true source of long term value, the authors focus on the principle of trust. Customers choose businesses that they can trust, and long term business success requires a focus on keeping that trust and on developing business relationships.

A successful company’s employees earn their customer trust by treating their customers fairly, but employees need the right tools, training and authority for taking action. By developing a corporate culture that is centered on earning and keeping customer trust, a company gains the best chance to succeed.

© Reviewer: Meg Trauner & Ford Library – Fuqua School of Business. All rights reserved.

Please feel free to send any comments or questions about this review to: reference-librarians@fuqua.duke.edu.

Tags: Customer service, Management, Marketing

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