The Customer Trap How to Avoid the Biggest Mistake in Business

Timothy J. Wilkinson Ph.D., Whitworth University


The Customer Trap argues that all companies, regardless of the industry there are in, should maintain control over their sales and distribution channels. Volume forgone by avoiding the mass market is more than offset by higher margins and stronger brand equity. This book demonstrates how to avoid falling into asymmetric relationships with the big-box stores, maintain independence, protect brand and margins, and make more money than ever by creating and controlling sales channels.