Building a Chain of Customers

Synopsis of Building a Chain of Customers

«Building a Chain of Customers» is the management essay by Richard J. Schonberger, published by The Free Press in hardcover (349 pages, in English).

Schonberger proposes that each main function of a company —design, manufacturing, accounting and marketing— be a customer of the other three. These links form a chain that reaches the final buyer. With examples of real companies, he explains how this chain accelerates response, improves quality, reduces costs and provides flexibility to adjust the volume and mix of products.

Originally published in 1990, it carries the full subtitle «Linking Business Functions to Create the World Class Company». Includes bibliographic references and index.

Aimed at managers, production and marketing professionals, and business management students interested in process improvement.