TITLE

Know your customers

AUTHOR(S)
Mermelstein, Ellen; Abu-Shalback Zid, Linda
PUB. DATE
January 2006
SOURCE
Marketing Management;Jan/Feb2006, Vol. 15 Issue 1, p7
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
The article presents information on a 2005 biennial study conducted by the Institute for the Study of Business Markets which asks business-marketing thought leaders to describe the critical challenges facing them over the next few years and the critical capabilities needed to meet them. The study found that customer knowledge is now the top concern for business-to-business marketers. More than half of the respondents say the key trend to watch is development of better tools for listening, communicating, and discerning opportunities to improve real customer value for 2006-2007. They believe the challenge is learning to account not only for tangible differences between offerings, but also for emotional differences related to relationships, reputation and trust. Pressures on costs still exist but no longer a top concern.
ACCESSION #
19678379

 

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