search query: @author Sturdivant, F. D. / total: 5
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| Author: | Gouillart, F. J. Sturdivant, F. D. |
| Title: | Spend a day in the life of your customers |
| Journal: | Harvard Business Review
1994 : JAN-FEB, VOL. 72:1, p. 116-125 |
| Index terms: | |
| Freeterms: | MARKETINGSTRATEGIE |
| Language: | eng |
| Abstract: | An executive's ability to sense the market and to gain insights from customers in the single most important skill he/she can use to direct a company's strategy. Yet, most managers at industrial companies do not consider customer contact a priority. Those that do often define 'customer' too narrowly and miss chances to discover lucrative segmented market opportunities. Spend a day in the life of your customers, urge the authors, and seek input from each step in the distribution channel right down to the end user. Making market focus a top level, priority is the only way industrials can avoid commoditization. |
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