R. Eric Reidenbach, Ph.D. is principal and founding partner of VALTec Group, Inc. Dr. Reidenbach has pioneered the development of techniques in value analysis, customer retention, benchmarking and continuous improvement. He has extensive experience in marketing research, measurement, instrumentation and modeling. He is the former CEO of Datafax Company, a consulting firm specializing in survey research. Dr. Reidenbach is the author or co-author of 12 books on marketing research, marketing management and marketing planning, including Dominating Markets with Value: Advances in Customer Value Management (Rhumb Line Publishing, 2002, ISBN: 1-893066-02-9, $24.99).
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