Managing Your Markets

Willem Burgers
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Willem Burgers: China Europe International Business School

Chapter 6 in Marketing Revealed, 2008, pp 49-62 from Palgrave Macmillan

Abstract: Abstract Who are your customers? Where are your customers? How about your competitors’ customers? In this chapter we first emphasize that an important part of marketing’s R&D job is to ensure that we know and understand both our own customers and our competitors’ customers.

Keywords: Customer Satisfaction; Market Segment; Marketing Manager; Fashionable Brand; Saturday Evening (search for similar items in EconPapers)
Date: 2008
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-23087-3_6

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DOI: 10.1057/9780230230873_6

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