Do the ways we think about customers help or hinder our business? asks Alan Newman
This article is based on two questions about customers – responses welcome. 1. To what extent are your non-customers and customers similar? 2. Are women a coherent segment to whom we can tailor marketing messages? It may be hard to believe now but in the 1980s there was a big debate about whether or not ‘the personal computer’ was a big deal or a flash in the pan. IBM was slow to get in to the PC market because when it asked its customers if the PC was or would be an important part of their IT infrastructure,…
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