IBM's battle plan for attracting new customers -- and keeping them for life. IBM -- history's most remarkable organization -- stays on top by constantly honing and refining its marketing strategies. One vital strategy, however, remains constant: The customer must always come first. The Customer-Centered Enterprise is the only in-depth exploration of IBM's battle-tested Customer Value Management (CVM) -- the revolutionary program that makes the customer's viewpoint paramount in every corporate process and management decision.