One of the positive developments created by an era of grim economics in industry at large, is a phenomenally enhanced awareness of the need to be market rather than product driven. Financial pressure has forced companies and organisations urgently to seek ways and means to broaden and deepen their customer bases. Out of this has arisen not only the need to reassess market targeting. It has also led to a need to record, track and respond to the business and human needs of their potential customers. This emphasises the importance of two parallel activities: Continually finding new target markets, and developing sophistication in client contact skills.
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