Barwise (management and marketing, London Business School) and Meehan (marketing and management, IMD, Lausanne, Switzerland) argue that the focus in recent years on "bells and whistles" types of differentiation without attending to customers' basic needs has failed to win companies loyal customers. They offer a no-nonsense, back-to-basics manifesto for experienced managers, calling for a return to providing basic customer service needs, including good service, on-time delivery, and quality products. Annotation ©2004 Book News, Inc., Portland, OR (booknews.com)