5 Ways to Know Your Customer Better Than Your Competitors Do
Developing a sound marketing strategy is about locating that intersection between what customers want and where an individual firm can create value better than its competition. It follows, then, that having a better sense than your competitor for what would create customer value is a huge advantage.
If superior customer insight is the goal, how do you get it? Below are five simple steps almost any … [ Read more ]
Content: Article | Authors: Jim Lecinski, Julie Hennessy | Source: Kellogg Insight | Subject: Customer Related
Google’s Jim Lecinski on What the ‘Zero Moment of Truth’ Means for Marketers
By the time we make a purchase, we have read reviews, compared prices and fully evaluated our options, whether we are buying a pillow or a Porsche. In the face of newly empowered consumers, marketers have had to rethink how they can win at the point of purchase. Jim Lecinski, Google’s managing director of U.S. sales and service, has written an e-book, Winning the Zero … [ Read more ]
Content: Article | Authors: Jerry Wind, Jim Lecinski | Source: Knowledge@Wharton | Subject: Marketing / Sales