ArticlesSales and Marketing : October 05, 2007

The customer is always right, right? Wrong.
By Reed Richardson

Ordinarily, a statement like this might seem like heresy in the business world, considering all the time and effort spent pursuing and landing customers in the first place. But to Larry Selden, business professor emeritus at Columbia University, this is exactly the kind of radical approach more businesses should be adopting.

"This doesn't fit the way most managers run and measure-and thus think...