search query: @indexterm market research / total: 2057
reference: 74 / 2057
| Author: | Rosenblum, D. Tomlinson, D. Scott, L. |
| Title: | Bottom-feeding for blockbuster businesses |
| Journal: | Harvard Business Review
2003 : MAR, VOL. 81:3, p. 52-59 |
| Index terms: | Marketing Competitive strategy Corporate strategy Consumers Customer relations Loyalty Market research Market segmentation Strategy Organizational behaviour |
| Language: | eng |
| Abstract: | Marketing experts tell companies to analyze their customer portfolios and eliminate buyer segments that do not generate attractive results. On the surface, the movement to banish unprofitable customers seems reasonable. In this article, the authors look closely at bottom-feeders, that is, companies that assessed the needs of supposedly unattractive customers and redesigned their business models to turn a profit by fulfilling those needs. And they offer lessons other executives can use to do the same. |
SCIMA