TITLE

Beyond Customer Understanding

AUTHOR(S)
Wyner, Gordon A.
PUB. DATE
July 2003
SOURCE
Marketing Management;Jul/Aug2003, Vol. 12 Issue 4, p6
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
Discusses the importance of interpretation in relation to customer preference and choices, channel and messaging strategies and the financial value of the customer in the context of a particular business design. Example of the concept; Way to evaluate whether a marketing strategy successfully leverages customer insights.
ACCESSION #
10449323

 

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