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McQuarrie (marketing, U. of Santa Clara) offers a how-to manual for companies interested in getting the most from their customer visits. The author advises suppliers of goods and services to treat customer visits as a market research technique. He also offers step-by-step instructions for developing and implementing a customer visit program that will generate the most benefit for both the firm and the customer. Topics include creating a discussion guide, constructing good questions, interview formats, and analyzing the information obtained during the visit. This book will interest company representatives and management involved in sales, customer relations, and marketing. It is clearly written and offers an interesting history of the development of the tradition of the customer visit. Annotation c2008 Book News, Inc., Portland, OR (booknews.com)
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