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Manufacturers have for too long been myopic in how they run their businesses. The more complex the manufacturing processes, the more myopic they have become, looking to cost-reduce their way to market leadership.

The Revolution Your Customers Want is about switching from an inward-centric, myopic view a company has of itself to one that brings the customers' needs to the centre of global manufacturing strategies. It contains examples of how manufacturers who have been inwardly focused in their management approach have been able to turn their organizations around by streamlining how they sell and fulfil customized products. Simplifying the complex sales approaches used to sell customized products is at the heart of the revolution customers want from manufacturers: transparency and efficiency in how customized products are managed from quote through fulfilment. Measuring the performance of manufacturing from the customers' perspective is critical to providing this revolution, and this book aims to show through pragmatic and hands-on case studies how manufacturers can accomplish this.

This unique approach will be of great interest to executives in manufacturing companies, marketing and channel management, global sales, as well as Chief Information Officers and IT professionals. It will also be a useful reference for graduate students studying international marketing, international business or channel management and undergraduate students studying business.