It is not what you do, it is whom you do it with (12 Feb 2004)
For those of you who are technologists, the interesting message here is that if your marketing fails, there is often nothing wrong with your product or your services in themselves. When product designers, marketeers and techies get together to market something, they tend to focus on what the product does and what the price is or should be. What they should focus on is who uses their products - with whom. Once you capture that relationship, your market position is entrenched. And if you can get your customers to be linked not just to you, but to each other through you, long-term business and, eventually, profits will follow.
Article URL: http://www.acm.org/ubiquity/views/v4i49_andersen.html
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