This chapter, and two that follow, provide an introduction to the identification and use of existing information, sometimes referred to as secondary information. Part of what makes marketing interesting is the enormous variety in buyer behavior. There is a need for constant discovery and creativity in working with buyers. Although a great deal is known about market response to marketing actions and the factors that influence consumers, much of which has been summarized in this book, the reality and challenge for marketers is that every buyer’s decision is unique and buyers change over time. Any effort to ...
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