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Accurately assessing customer requests and their expectations - this is of particular importance in a time of strong competitive markets. This is exactly where a careful analysis of the individual values ​​of customers can be helpful. Because: Values ​​have a lasting influence on our everyday thoughts and actions – including consumer behavior. This book explains the extent to which different values ​​and customer-specific characteristics can influence consumer behavior. The basis for this is the international research on human values ​​by...