| Research - Books,
Articles, Papers, and Presentations  A Business-Relevant View
of Human Nature
How to Innovate Your
Online Venture
Spointra and the Secret of
Business Success
A Fundamental Theory of
Business
Looking Down on Corporate
Strategy
How to Get Closer
to Customers
Is Strategy a Bad Word?
Next-Generation
Customer-Centricity
The Strategy Pyramid: How
to Create and Sustain Success
Strategy
and Business Model Guide
Strategy, Redefined.
How to Get Closer
to Customers
Article
MarketingProfs.com,
February 2006
See http://www.marketingprofs.com/6/mitreanu1.asp
Description:
The first step in getting
closer to the customers is to go beyond
their needs and understand the mechanics
of their problem-solving behavior.
Excerpt:
"The road to
business success is rough. The business
literature is crammed with descriptions
of processes that would challenge the top
executives while leading their companies
to success. Commoditization, innovation,
globalization, disruption, and others -
we've heard it all. Simultaneously
opportunities and threats, these
processes can blur the leaders'
visibility, making it hard to set and/or
manage the right direction for their
companies.
So
what is to be done? How can leaders and
their organizations see clearer through
this foggy business environment? How can
leaders find a solid ground amid this
informational storm? The answer is
relatively simple: deeper customer
insight."
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