Taking a Road Trip

McQuarrie, Edward F.
March 1995
Marketing Management;Spring95, Vol. 3 Issue 4, p8
Customer visits cement relationships and supplement research efforts, but visiting can't be the exclusive province of marketing management. The biggest payoff comes when engineers and others from outside marketing participate. Technology firms such as Hewlett-Packard have pioneered the use of cross-functional customer visits as a market research tool, with much success. Other companies, mired in "old practice," limit their opportunities and annoy customers. Here are some "best practices" of firms that do it right. INSETS: The benefits of customer visits;Best Practices for Customer Visit Programs.


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