Free Essay

Subway Misses the Mark on a Customer Relationship Opportunity

In: Business and Management

Submitted By paruls636
Words 764
Pages 4
Subway Misses the Mark on a Customer Relationship Opportunity

Share
Last week I got an email from a reader who wanted to share an experience she had with Subway restaurants. Unfortunately what started out as a positive experience turned into a negative one, and Subway really missed the mark on two fronts: customer service and involving customers in the decision-making process.

Kathy Garcia, a fan of Subway's tuna subs, sent an email to the Subway website to share how much she loves the sandwich, and suggested the company return it to the famed $5 menu. She expected nothing more than a "thanks for your email and suggestion" reply. However, the response she received from a Subway customer service rep left a bad taste in her mouth.

"Thank you for taking the time to contact us," the email says. "I appreciate the fact that you took the time and effort to share your insights and comments with us."
So far, so good. Until...

"The Research & Development team at SUBWAYR headquarters is always researching and introducing new products, as well as looking to improve the products presently offered. Unfortunately, it is our policy not to accept outside suggestions regarding products. This policy is in place as we must consider various factors, such as contracts with outside manufacturers, nutritional content, availability and cost, before considering a product change or addition.
Some products are only available for a limited time, some are available only at participating locations; while others are permanent items on our national menu. In any of these cases, only products approved by the SUBWAYR R & D Department may be offered for sale in SUBWAYR Restaurants."

Ouch. What was supposed to be a warm reception to a customer's inquiry turned into a "thanks but no thanks" response. And Garcia changed her mind from a Subway promoter to a detractor as a result.

"The least she could have done was thank me for the suggestion and made no promises," Garcia says. "I am still bummed as we were 2-3 times a week patrons until then." She adds that she forwarded the message to the president's office, but has yet to hear a reply. Also not a good sign.

This response represents two missteps on Subway's part:

Over-communication by the customer service rep, which hurt the relationship. We at 1to1 Media usually advocate for empowered employees, especially in the customer service area. Instead of focusing on scripts or canned answers, in most cases a personal connection and the ability to solve a customer's problem should come before strict adherence to a script. However in this case, it seems that the agent took too much liberty and over-communicated Subway's position back to the customer.
A lack of process for customer suggestions and input into the R&D organization. As consumers gain more control over their relationships with brands and companies, they expect to have a voice in the process. Subway's strategy (at least their assumed strategy from the email) is that R&D knows what's best, and the customer should be happy with that.
What surprises me most about that part of the email is that Subway's brand was pretty much built on customer and partner ideas. Everyone knows about "Jared," who 10 years ago lost 240 pounds by eating Subway sandwiches and exercising. An article in his college newspaper grabbed the attention of Subway officials, and the company launched its whole brand strategy around him, which is still in use to this day. And as mentioned earlier, the company's successful "$5 foot long" promotion was started by a Miami franchisee. Corporate saw potential success and ran with it.

Now I'm a Subway fan myself, and I even have some relatives and friends who work in the company's Milford, CT headquarters. So I approached the communications department for Subway's side of the story, mentioning that I planned to blog about it and wanted a balanced story. It's been a week and no reply from Subway. Which leads me to believe that the company's overall communication strategy needs some freshening up.

As the old saying goes, you're only as good as your last customer interaction. It only takes one bad experience to lose a customer. And Kathy Garcia is one less Subway fan. Subway, take note. Customer service is your face to the customer, and customers want to be involved in the company's evolution. Consider them as a strategic asset, or they won't consider you at all.

Similar Documents

Free Essay

Restaurant Industry Strategy

...force was 62.4M employees, up 2.4%. In accordance with Porter’s Five Forces framework, the forces that shape competition in the restaurant industry have a moderate to high impact on competitiveness. There is a moderate threat of new entrants and a high threat of substitutes. Buyers have a high degree of bargaining power and suppliers have a moderate degree of bargaining power. The restaurant industry is highly competitive and experiences intense rivalry. In terms of macro-environmental factors, emerging markets around the world over are having an impact on how restaurants execute strategy both domestically and abroad. The growth of the middle class in emerging markets, such as China and India, presents a new demographic and an opportunity for quality growth in an industry that is simultaneously experiencing levels of maturity in the US and European markets. Internal analyses of the industry’s top players yields an in depth look into McDonald’s, Yum Brands, Burger King, and Darden Restaurants. McDonald’s is the industry leader in terms of revenues with $89B in 2013 systemwide sales, more than double of nearest competitor...

Words: 79599 - Pages: 319

Free Essay

God Hates Us All

...GOD HATES US ALL GOD HATES US ALL HANK MOODY with Jonathan Grotenstein Simon Spotlight Entertainment A Division of Simon & Schuster, Inc. 1230 Avenue of the Americas New York, NY 10020 www.SimonandSchuster.com This book is a work of fiction. Names, characters, places, and incidents either are products of the author’s imagination or are used fictitiously. Any resemblance to actual events or locales or persons, living or dead, is entirely coincidental. Copyright © 2009 by Showtime Networks Inc. Showtime and related marks are registered trademarks of Showtime Networks Inc., a CBS Company. All rights reserved. All rights reserved, including the right to reproduce this book or portions thereof in any form whatsoever. For information address Pocket Books Subsidiary Rights Department, 1230 Avenue of the Americas, New York, NY 10020. First Simon Spotlight Entertainment trade paperback edition August 2009 SIMON SPOTLIGHT ENTERTAINMENT and colophon are trademarks of Simon & Schuster, Inc. For information about special discounts for bulk purchases, please contact Simon & Schuster Special Sales at 1-866-506-1949 or business@simonandschuster.com. The Simon & Schuster Speakers Bureau can bring authors to your live event. For more information or to book an event contact the Simon & Schuster Speakers Bureau at 1-866-248-3049 or visit our website at www.simonspeakers.com. Designed by Jaime Putorti Manufactured in the United States of America 10 9 8 7 6 5 4 3 2 1 Library of......

Words: 42745 - Pages: 171

Premium Essay

Habit

...THE POWER OF HABIT Duhi_9781400069286_2p_all_r1.j.indd i 10/17/11 12:01 PM Duhi_9781400069286_2p_all_r1.j.indd ii 10/17/11 12:01 PM HABIT W h y We D o W h a t We D o and How to Change It THE POWER OF CHARLES DUHIGG Random House e N e w Yo r k Duhi_9781400069286_2p_all_r1.j.indd iii 10/17/11 12:01 PM This is a work of nonfiction. Nonetheless, some names and personal characteristics of individuals or events have been changed in order to disguise identities. Any resulting resemblance to persons living or dead is entirely coincidental and unintentional. Copyright © 2012 by Charles Duhigg All rights reserved. Published in the United States by Random House, an imprint of The Random House Publishing Group, a division of Random House, Inc., New York. RANDOM HOUSE and colophon are registered trademarks of Random House, Inc. ISBN 978-1-4000-6928-6 eBook ISBN 978-0-679-60385-6 Printed in the United States of America on acid-free paper Illustrations by Anton Ioukhnovets www.atrandom.com 2 4 6 8 9 7 5 3 1 First Edition Book design by Liz Cosgrove Duhi_9781400069286_2p_all_r1.j.indd iv 10/17/11 12:01 PM To Oliver, John Harry, John and Doris, and, everlastingly, to Liz Duhi_9781400069286_2p_all_r1.j.indd v 10/17/11 12:01 PM Duhi_9781400069286_2p_all_r1.j.indd vi 10/17/11 12:01 PM CONTENTS PROLOGUE The Habit Cure GGG xi PA R T O N E The Habits of Individuals 1. THE HABIT LOOP How Habits Work 3 31 60 2.......

Words: 124310 - Pages: 498

Premium Essay

Marketing Lecture

...1 March 30, 2003 To the reader: You are enrolled in a principles of marketing course. This publication is intended to supplement your lecture materials. As you read through the text, note that it is keyed to illustrations used in class. The course is divided into three sections. Section one covers introduction to marketing, consumer behavior, industrial buyer behavior, the marketing environment, where marketing fits into the organization, market segmentation, and product differentiation. Section two covers product and pricing. Section three covers promotion (sales) and distribution. As you read the book, consider that it is organized as follows: marketing and its environment (consumer behavior, industrial buyer behavior, marketing environment), product, pricing, promotion, and distribution. So, coverage begins with introductory concepts and proceeds into the marketing mix elements (product, price, promotion and place). You may wonder whether this book covers all aspects of marketing. No, it does not cover all aspects of marketing. You will find only basic concepts herein. If you seek specific, contemporary examples of marketing concepts, check out a traditional textbook from the library or purchase a recent edition from a used book store. Try the Perreault and McCarthy textbook (14th edition) or the Kotler and Armstrong textbook. Section I: Concepts of Marketing A. Who is a Marketer? Consider first that marketing is driven by people and their needs. It is people......

Words: 39450 - Pages: 158

Premium Essay

Pmda Handbook New Product Developme

...THE PDMA HANDBOOK OF NEW PRODUCT DEVELOPMENT T HIRD E DITION Kenneth B. Kahn, Editor Associate Editors: Sally Evans Kay Rebecca J. Slotegraaf Steve Uban JOHN WILEY & SONS, INC. Cover image: © Les Cunliffe/iStockphoto Cover design: Elizabeth Brooks This book is printed on acid-free paper. Copyright © 2013 by John Wiley & Sons, Inc. All rights reserved Published by John Wiley & Sons, Inc., Hoboken, New Jersey Published simultaneously in Canada No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600, or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 7486008, or online at www.wiley.com/go/permissions. Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with the respect to the accuracy or completeness of the contents......

Words: 165678 - Pages: 663

Premium Essay

Drucker

...The Essential Drucker BOOKS BY PETER F. DRUCKER MANAGEMENT The Essential Drucker Management Challenges for the 21st Century Peter Drucker on the Profession of Management Managing in a Time of Great Change Managing for the Future Managing the Non-Profit Organization The Frontiers of Management Innovation and Entrepreneurship The Changing World of the Executive Managing in Turbulent Times Management: Tasks, Responsibilities, Practices Technology, Management and Society The Effective Executive Managing for Results The Practice of Management Concept of the Corporation ECONOMICS, POLITICS, SOCIETY Post-Capitalist Society Drucker on Asia The Ecological Revolution The New Realities Toward the Next Economics The Pension Fund Revolution Men, Ideas, and Politics The Age of Discontinuity Landmarks of Tomorrow America’s Next Twenty Years The New Society The Future of Industrial Man The End of Economic Man AUTOGRAPHY Adventures of a Bystander FICTION The Temptation to Do Good The Last of all Possible Worlds --------------------------------------------------------------------------- A DF Books NERDs Release THE ESSENTIAL DRUCKER. Copyright © 2001 Peter F. Drucker. All rights reserved under international and Pan-American Copyright Conventions. By payment of the required fees, you have been granted the non-exclusive, non-transferable license to access and read the text of this e-book on screen. No part of this text may be reproduced, transmitted, down-loaded, decompiled,......

Words: 109564 - Pages: 439

Premium Essay

Book-Who-Will-Cry-When-You-Die[1]

...WHO WILL CRY WHEN YOU DIE - ROBIN SHARMA THE TRAGEDY OF LIFE IS NOT DEATH, BUT WHAT WE LET DIE INSIDE OF US WHILE WE LIVE. NORMAN COUSINS Contents Preface 1. Discover Your Calling 2. Every Day, Be Kind to a Stranger 3. Maintain Your Perspective 4. Practice Tough Love 5. Keep a Journal 6. Develop an Honesty Philosophy 7. Honor Your Past 8. Start Your Day Well 9. Learn to Say No Gracefully 10. Take a Weekly Sabbatical 11. Talk to Yourself 12. Schedule Worry Breaks 13. Model a Child 14. Remember, Genius Is 99 Percent Inspiration 15. Care for the Temple 16. Learn to Be Silent 17. Think About Your Ideal Neighborhood 18. Get Up Early 19. See Your Troubles as Blessings 20. Laugh More 21. Spend a Day Without Your Watch 22. Take More Risks 23. Live a Life 24. Learn from a Good Movie 25. Bless Your Money 26. Focus on the Worthy 27. Write Thank – You Notes 28. Always Carry a Book with You 29. Create a Love Account 30. Get Behind People’s Eyeballs 31. List Your Problems 32. Practice the Action Habit 33. See Your Children as Gifts 34. Enjoy the Path, Not Just the Reward 35. Remember That Awareness Precedes Change 36. Read Tuesday’s With Morrie 37. Master Your Time 38. Keep Your Cool 39. Recruit a Board of Directors 40. Cure Your Monkey Mind 41. Get Good at Asking 42. Looking for the Higher Meaning of Your Work 43. Build a Library of Heroic Books 44. Develop Your Talents 45. Connect with Nature 46. Use Your Commute Time 47. Go on a News Fast 48. Get Serious About Setting Goals 49...

Words: 35643 - Pages: 143

Free Essay

Hucksters

...LACAN AND CONTEMPORARY FILM EDITED BY TODD McGOWAN and SHEILA KUNKLE OTHER Other Press New York Copyright © 2004 Todd McGowan and Sheila Kunkle Production Editor: Robert D. Hack This book was set in 11 pt. Berkeley by Alpha Graphics, Pittsfield, N.H. 10 9 8 7 6 5 4 3 2 1 Allrightsreserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, or by any information storage and retrieval system, without written permission from Other Press LLC, except in the case of brief quotations in reviews for inclusion in a magazine, newspaper, or broadcast. Printed in the United States of America on acid-free paper. For information write to Other Press LLC, 307 Seventh Avenue, Suite 1807, New York, NY 10001. Or visit our website: www.otherpress.com. Library of Congress Cataloging-in-Publication Data McGowan, Todd. Lacan and contemporary film / by Todd McGowan & Sheila Kunkle. p. cm. Includes bibliographical references and index. ISBN 1-59051-084-4 (pbk : alk. paper) 1. Motion pictures-Psychological aspects. 2. Psychoanalysis and motion pictures. 3. Lacan, Jacques, 1901- I. Kunkle, Sheila. II. Title. PN1995 .M379 2004 791.43'01 '9-dc22 2003020952 Contributors Paul Eisenstein teaches literature and film in the English department at Otterbein College, Columbus, Ohio, and is the author of Traumatic Encounters: Holocaust Representation and the Hegelian Subject (SUNY Press, 2003). Anna......

Words: 97016 - Pages: 389

Premium Essay

Strategic Management

...SIXTH EDITION STRATEGIC MANAGEMENT IN ACTION Mary Coulter Missouri State University Boston Columbus Indianapolis New York San Francisco Upper Saddle River Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montréal Toronto Delhi Mexico City São Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo Editor in Chief: Stephanie Wall Senior Acquisitions Editor: April Cole Editorial Project Manager: Claudia Fernandes Director of Marketing: Maggie Moylan Senior Marketing Manager: Nikki Ayana Jones Marketing Assistant: Gianna Sandri Senior Managing Editor: Judy Leale Production Project Manager: Kelly Warsak Senior Operations Supervisor: Arnold Vila Operations Specialist: Cathleen Petersen Creative Director: Blair Brown Senior Art Director: Kenny Beck Text Designer: LCI Design Cover Designer: LCI Design Cover Art: Svetoslav Iliev/Shutterstock.com Permission Specialist: Brooks Hill-Whilton Media Project Manager, Production: Lisa Rinaldi Senior Media Project Manager, Editorial: Denise Vaughn Full-Service Project Management and Composition: Integra Printer/Binder: RRD/Willard Cover Printer: Lehigh-Phoenix Color Text Font: 10/12, Times LT Std Credits and acknowledgments borrowed from other sources and reproduced, with permission, in this textbook appear on appropriate page within text. Copyright © 2013, 2010, 2008 Pearson Education, Inc., publishing as Prentice Hall, One Lake Street, Upper Saddle River, New Jersey 07458. All rights...

Words: 154599 - Pages: 619

Free Essay

The Power of Eye Contact

...The Power of Eye Contact Your Secret for Success in Business, Love, and Life Michael Ellsberg For Jena May I gaze into your eyes forever . . . los ojos . . . mudas lenguas de amorios. ( . . . the eyes, silent tongues of love.) —MIGUEL DE CERVANTES, from Don Quijote1 Contents Cover Title Page Epigraph A Note to Readers Introduction Chapter One - What Bill Clinton Knows About Eye Contact Chapter Two - How to Become a Master of Eye Chapter Three - Eye Flirting, Part I Chapter Four - Eye Flirting, Part II Chapter Five - The Eyes Are the Windows to the Sale Chapter Six - How to Wow a Crowd with Eye Contact Chapter Seven - If Looks Could Kill Chapter Eight - Truth and Eyes Chapter Nine - Eye Love You Chapter Ten - Gazing at the Divine Chapter Eleven - Going Deeper Epilogue Ralph Waldo Emerson on Eyes and Eye Contact Notes Works Cited Interviewees Free Bonus Material for Readers Acknowledgments About the Author Advance Praise for The Power of Eye Contact Copyright About the Publisher A Note to Readers I welcome your comments, questions, critiques, feedback, corrections, stories, experiences, and anecdotes. Please write to me at michael@powerofeyecontact.com. I won’t answer everything personally, but I will read it all and will answer the most interesting questions and queries. I may also post your questions, stories, or anecdotes on the book’s blog, www.powerofeyecontact.com/blog. So when you write, let me know if you’re OK with that, and if so, how......

Words: 72918 - Pages: 292

Premium Essay

Event Marketing

...Event Marketing HOW TO SUCCESSFULLY PROMOTE EVENTS, FESTIVALS, CONVENTIONS, AND EXPOSITIONS Leonard H. Hoyle, CAE, CMP JOHN WILEY & SONS, INC. Event Marketing The Wiley Event Management Series SERIES EDITOR: DR. JOE GOLDBLATT, CSEP Special Events: Twenty-first Century Global Event Management, Third Edition by Dr. Joe Goldblatt, CSEP Dictionary of Event Management, Second Edition by Dr. Joe Goldblatt, CSEP, and Kathleen S. Nelson, CSEP Corporate Event Project Management by William O’Toole and Phyllis Mikolaitis, CSEP Event Marketing: How to Successfully Promote Events, Festivals, Conventions, and Expositions by Leonard H. Hoyle, CAE, CMP Event Risk Management and Safety by Peter E. Tarlow, Ph.D. Event Sponsorship by Bruce E. Skinner and Vladimir Rukavina The Complete Guide to Destination Management by Pat Schauman, CMP, CSEP Event Marketing HOW TO SUCCESSFULLY PROMOTE EVENTS, FESTIVALS, CONVENTIONS, AND EXPOSITIONS Leonard H. Hoyle, CAE, CMP JOHN WILEY & SONS, INC. This book is printed on acid-free paper. Copyright © 2002 by John Wiley & Sons, Inc., New York. All rights reserved. Published simultaneously in Canada. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except as permitted under Sections 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the......

Words: 72488 - Pages: 290

Premium Essay

Marketing

...Review of Marketing Research Review of Marketing Research VOLUME 1 Naresh K. Malhotra Editor M.E.Sharpe Armonk, New York London, England 4 AUTHOR Copyright © 2005 by M.E.Sharpe, Inc. All rights reserved. No part of this book may be reproduced in any form without written permission from the publisher, M.E. Sharpe, Inc., 80 Business Park Drive, Armonk, New York 10504. Library of Congress ISSN: 1548-6435 ISBN 0-7656-1304-2 (hardcover) Printed in the United States of America The paper used in this publication meets the minimum requirements of American National Standard for Information Sciences Permanence of Paper for Printed Library Materials, ANSI Z 39.48-1984. ~ MV (c) 10 9 8 7 6 5 4 3 2 1 CHAPTER TITLE 5 REVIEW OF MARKETING RESEARCH EDITOR: NARESH K. MALHOTRA, GEORGIA INSTITUTE OF TECHNOLOGY Editorial Board Rick P. Bagozzi, Rice University Ruth Bolton, Arizona State University George Day, University of Pennsylvania Morris B. Holbrook, Columbia University Michael Houston, University of Minnesota Shelby Hunt, Texas Tech University Dawn Iacobucci, Northwestern University Arun K. Jain, University at Buffalo, State University of New York Barbara Kahn, University of Pennsylvania Wagner Kamakura, Duke University Donald Lehmann, Columbia University Robert F. Lusch, University of Arizona Kent B. Monroe, University of Illinois, Urbana A. Parasuraman, University of Miami William Perreault, University of North Carolina Robert A. Peterson,......

Words: 167068 - Pages: 669

Premium Essay

Leadership

...Fourth Edition Reframing Organizations Artistry, Choice, and Leadership LEE G. BOLMAN TERRENCE E. DEAL B est- se l l i n g a u t h o rs of LEADING WITH SOUL FOURTH EDITION Reframing Organizations Artistry, Choice, and Leadership Lee G. Bolman • Terrence E. Deal Copyright © 2008 by John Wiley & Sons, Inc. All rights reserved. Published by Jossey-Bass A Wiley Imprint 989 Market Street, San Francisco, CA 94103-1741—www.josseybass.com No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, 978-750-8400, fax 978-6468600, or on the Web at www.copyright.com. Requests to the publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, 201-7486011, fax 201-748-6008, or online at www.wiley.com/go/permissions. Credits are on page 528. Readers should be aware that Internet Web sites offered as citations and/or sources for further information may have changed or disappeared between the time this was written and when it is read. Limit of......

Words: 193447 - Pages: 774

Premium Essay

Puzzles

...TeA M YYe PG Digitally signed by TeAM YYePG DN: cn=TeAM YYePG, c=US, o=TeAM YYePG, ou=TeAM YYePG, email=yyepg@msn .com Reason: I attest to the accuracy and integrity of this document Date: 2005.07.04 23:45:43 +08'00' ������������ Want to learn more? We hope you enjoy this McGraw-Hill eBook! If you’d like more information about this book, its author, or related books and websites, please click here. HOW TO ACE THE BRAINTEASER INTERVIEW JOHN KADOR M C G R AW- H I L L N E W YO R K MADRID C H I C AG O SAN FRANCISCO MILAN SYDNEY LISBON TO RO N TO LONDON S A N J UA N MEXICO CITY SEOUL NEW DELHI SINGAPORE Copyright © 2005 by John Kador. All rights reserved. Manufactured in the United States of America. Except as permitted under the United States Copyright Act of 1976, no part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written permission of the publisher. 0-07-144606-0 The material in this eBook also appears in the print version of this title: 0-07-144001-1. All trademarks are trademarks of their respective owners. Rather than put a trademark symbol after every occurrence of a trademarked name, we use names in an editorial fashion only, and to the benefit of the trademark owner, with no intention of infringement of the trademark. Where such designations appear in this book, they have been printed with initial caps. McGraw-Hill eBooks are available at special...

Words: 77414 - Pages: 310

Premium Essay

Mckinsey Valuation

...THE MCKINSEY WAY This page intentionally left blank. THE MCKINSEY WAY Using the Techniques of the World’s Top Strategic Consultants to Help You and Your Business ETHAN M. RASIEL M C G R AW- H I L L NEW YORK CARACAS SAN FRANCISCO LISBON WA S H I N G T O N , D . C . MADRID AUCKLAND BOGOTÁ MILAN LONDON NEW DELHI TOKYO MEXICO CITY SINGAPORE MONTREAL SAN JUAN SYDNEY TORONTO McGraw-Hill abc Copyright © 1999 by Ethan M. Rasiel. All rights reserved. Manufactured in the United States of America. Except as permitted under the United States Copyright Act of 1976, no part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written permission of the publisher. 0-07-136883-3 The material in this eBook also appears in the print version of this title: 0-07-053448-9. All trademarks are trademarks of their respective owners. Rather than put a trademark symbol after every occurrence of a trademarked name, we use names in an editorial fashion only, and to the benefit of the trademark owner, with no intention of infringement of the trademark. Where such designations appear in this book, they have been printed with initial caps. McGraw-Hill eBooks are available at special quantity discounts to use as premiums and sales promotions, or for use in corporate training programs. For more information, please contact George Hoare, Special Sales, at george_hoare@mcgraw-hill.com...

Words: 42929 - Pages: 172