haku: @author Sturdivant, F. D. / yhteensä: 5
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| Tekijä: | Gouillart, F. J. Sturdivant, F. D. |
| Otsikko: | Spend a day in the life of your customers |
| Lehti: | Harvard Business Review
1994 : JAN-FEB, VOL. 72:1, p. 116-125 |
| Asiasana: | |
| Vapaa asiasana: | MARKETINGSTRATEGIE |
| Kieli: | eng |
| Tiivistelmä: | 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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