Asks which orders you would like to win and states that the answer lies in marketing and satisfying customers, with profit as a pleasant potential result. Suggests that companies should refocus their priorities, placing customers and improvements to customers’ lives at the forefront of any and all activity. Talks about specialization, competitive advantage, segmentation, customer characteristics, customer needs, product range, joint marketing, opportunity gaps, advertising and marketing. Concludes that successful business people are those who can identify the benefit that they sell which improves their customers’ lives.
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