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Reflection on "The New Science of Marketing:"
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A 6 page paper discussing two chapters – segmentation and meeting customers' needs – of this 1995 book by Rao and Steckel. The authors identify rational, reasonable situations and conditions and then offer approaches in the same vein. They promote the customer as the party with the needs to be met, relegating the marketer to the role of facilitator and practitioner. The authors respect consumers' intelligence, their needs and their buying power. Bibliography lists 2 sources.
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Pages:
6
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Filename:CC6_KSmktgSeg.rtf |
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Paper Title:
Reflection on "The New Science of Marketing:"
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