haku: @author Cespedes, F.V. / yhteensä: 5
viite: 2 / 5
| Tekijä: | Nunes, P.F. Cespedes, F.V. |
| Otsikko: | The customer has escaped |
| Lehti: | Harvard Business Review
2003 : NOV, VOL. 81:11, p. 96-105 |
| Asiasana: | Marketing Strategy Consumer behaviour Consumer attitudes Customers Shopping Retailing Companies |
| Kieli: | eng |
| Tiivistelmä: | Traditional go-to-market strategies don't work because they assume customers will stay in the channels that were designed for them. Time for a fresh look at how shoppers really behave. Forrester Research analysts suggest that as many as half of all customers now shop for information in one channel, then defect from that channel when it comes time for money to change hands. Knowledge of clients' situations in both consumer goods and business-to-business supports this finding. Traditional channel strategy proceeds directly from market segmentation. Customers have become detached from the channels that used to claim them due to a variety of reasons. There are several factors to consider in designing the best go-to-market system for a company. |
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