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Perceptions of the customer

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At a time when customer focus is an aim in many publishing companies, this paper looks at how people in publishing organizations think about customers, why they think like this and what this might mean to the products the company produces. It suggests that views of the customer are often internally constructed and become a self-fulfilling prophecy, which could lead to publishers missing out on opportunities. The conclusion is that more and different interactions with customers are needed if publishers are to become truly customer focused.

Document Type: Research Article


Publication date: 2003-07-01

More about this publication?
  • Editor in Chief: Pippa Smart
    North American Editor: Judy Luther

    Learned Publishing is the journal of the Association of Learned and Professional Society Publishers, published in collaboration with the Society for Scholarly Publishing. The journal is published quarterly in January/April/July/October.

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    Learned Publishing will be moving to Wiley-Blackwell as of January 1, 2016. Please contact the publisher at for information on how to continue access to this title.
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