TITLE

Shift Work

AUTHOR(S)
Crosby, Lawrence A.; Lunde, Brian
PUB. DATE
November 2007
SOURCE
Marketing Management;Nov2007, Vol. 16 Issue 6, p14
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
The article discusses the differences between marketing strategy and customer strategy. The authors suggest that marketing strategies are based on a combination of segmentation and positioning strategies, current markets, and a company's financial goals and budget. They note the strategy of banking company Banco Popular, which focuses on customer relations rather than segmentation. They comment that companies should consider how they can serve customer needs through branded experiences in a profitable way. The U.S. National Aeronautics and Space Administration (NASA) uses personas, computer models that can be used to represent customer needs, to tailor branded experiences. The authors comment on the importance of customer experiences to company success.
ACCESSION #
27743596

 

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