2 von 2 Kunden fanden die folgende Rezension hilfreich
What do you want vs. who are you?,
Rezension bezieht sich auf: How Customers Think: Essential Insights Into the Mind of the Market (Gebundene Ausgabe)
What do customers really want? That's the twenty million dollar question, right? Customers say they want something, and once it is created by companies, customers don't buy the product. The author Gerald Zaltman says: "...marketers need methods that go beyond what customers can readily articulate - that get at what people don't know they know". Or to put it simple: customers indeed know, what they want, but they lack the ability to express it in the right way. And it needs more than simple interpretation to unearth true customer needs.
This book opened my eyes!
Lack of innovation wouldn't pose such a big problem any longer if more marketers got acquainted with the methods and solutions given in this book.