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By Frank V. Cespedes

This article demonstrates why modern day aggressive atmosphere calls for a brand new method of advertising, within which revenues tackle elevated strategic value. It indicates businesses tips to realign a number of inner buildings, and provides new principles at the nature of marketing.

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Additional resources for Concurrent marketing: integrating product, sales, and service

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Over the next four years, with the help of research assistants, I interviewed more than 200 managers at firms in the target industries. , MIS, market research, human resources, logistics); and (when present in a firm) formal liaison managers. Most interviews focused on one or more of the following questions: (1) Page xi What are the major issues facing your area in working with sales, service, and/or product groups? (2) What factors determine the relative importance of coordination with each group, the tasks that must be coordinated, and the kinds of conflicts or opportunities that arise?

For example, new structures without the supporting information infrastructure (a common situation facing many multifunctional teams), or new information systems without the appropriate people and organizational processes (the result of many expensive reengineering efforts), will have only limited impact. I also argue for a redefinition of the role and organization of traditional market research activities. The book explains why "market research" in most firms is really "marketing research," serving the information priorities of product management and often indifferent to the information needs of sales and service personnel.

Market Fragmentation Phrases like "micromarketing" and "mass customization" have become familiar themes in the management literature of recent years. Perhaps too familiar. Managers risk losing sight of what is competitively distinctive about these developments versus what is fundamentally old wine in new bottles. What is not new is customer differences and niche marketing. In consumer markets, market segmentation is a truism because people who differ in terms of demographics (age and income), personal attitudes, or life styles are likely to purchase in different ways.

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