Bill N/A

Connecting with successive generations of consumers, of catering to their changing and changeless demands - means approaching the issue of 'customer delight' from the customer's viewpoint. Connecting is not mere reaching out; it means giving him what he's hankering for at different psychological levels. Consumers have a variety of needs, and those who wish to connect must focus on these evolving trends. Every new generation has its own idiosyncrasies, and a marketer's job is to stay tuned and 'delight the customer' by giving him exactly what be's been dreaming about. Pandey, Piyush and Dela Rosa, Rufino L show how beating McDonald's at its own game in the Philippines, or altering strategy to keep pace with constantly shifting consumer perceptions, involves transcending simplistic solutions like innovative recipes or basic ingredients such as quality, prompt service, and hygiene factors. Highlighting the nuances of a vast socio-economic shift in the making, they propound the new mar