This volume was prepared by Jens Ruhose while he was working at the Ifo Institute. It was completed in December 2014 and accepted as a doctoral thesis by the Department of Economics at the University of Munich. It includes four self-contained chapters that contribute to the understanding of the...

The Customer Trap shows that giving power to a customer who violates "the ten percent rule" sets a company up for ruin. Yet, when presented with the opportunity to push more sales through large customers, most decision-makersjump at the chance. As a result, marketing has come to resemble a...