96 страниц. 2010 год. LAP Lambert Academic Publishing Today''s world offers extensive opportunities for truly worldwide development but it is not progressing evenly, therefore each company has to search for competitive advantage. It''s no more truth, that customers determine a trend, style of life or a fashion. All over the world a customers are purchasing some products, influenced by several factors: necessity, fear or fun. Recently the factor "fun" always overrides "fear". Modern companies are aware of those facts, therefore psychology of customer is powerful and well-developed tool of influencing "customers needs", which de facto means a governing of the fashion by several companies. Certainly, it''s a dream of each manager to reach such a position for his or her company to shape a fashion or style as: Dell, Microsoft, Apple, Toyota, Nokia, Benetton, Nike, Dolce & Gabbana, etc. Solely laser precise projects in combine with ambitious and forceful management could be successful.