All They Really Really Want. the Product Manager's Guide to Customer Focus
Lulu Enterprises Incorporated, Aug 24, 2007 - 233 pages
Knowing your customers, and knowing what they want, is the key element in making a success of your business, regardless if it is for-profit or not-for-profit. Logically contemporary marketing reserves the most fundamental conceptual building stone to a strict alignment of the entire company around fulfilling customer needs.One problem is that there is no practicable marketing model to help describe customer needs. This book introduces just such a model: the pentapetalon of generic customer needs. This model will serve marketeers and non-marketeers alike to understand fundamental customer needs better, to find it easier to link product features to customer benefits, to become more successful in appealing to customers in the choice of new features added to the product, and generally to sell more and at a higher rate
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