People do not buy products but meanings. People use things for profound emotional, psychological, and socio-cultural reasons as well as utilitarian ones. Analysts have shown that every product and service in consumer as well as industrial markets has a meaning. Firms should therefore look beyond features, functions, and performance, and understand the real meanings users give to things.
Content: Quotation
Author: Roberto Verganti
Source: Ivey Business Journal
Subject: Marketing / Sales
Author: Roberto Verganti
Source: Ivey Business Journal
Subject: Marketing / Sales
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