Knowing Your Market

Abstract

This is an instructive account of how Du Pont UK changed from being a product‐driven organisation to a customer‐driven one in order to maintain its competitive position; a move that was achieved by improving the company′s network of marketing intelligence. The article examines how Du Pont UK′s executives improved their knowledge of information in their particular environments, enabling them to compete more effectively in the future.

Citation

Tibbert, B.A. (1989), "Knowing Your Market", Management Decision, Vol. 27 No. 5. https://doi.org/10.1108/00251748910132458