“We sure as hell confused ourselves”, but what about the customers?
Dennis J. Cahill
(President of North Union Associates Inc., based in Cleveland, Ohio, USA.)
623
Abstract
Presents a case study of software products and their firm which go through a bewildering series of name changes and attribute changes – often for no apparent reason. Highlights the costs of such changes and discusses a theoretical framework to prevent this sort of confusion arising.
Keywords
Citation
Cahill, D.J. (1995), "“We sure as hell confused ourselves”, but what about the customers?", Marketing Intelligence & Planning, Vol. 13 No. 4, pp. 5-9. https://doi.org/10.1108/02634509510781298
Publisher
:MCB UP Ltd
Copyright © 1995, MCB UP Limited