The difficulty lies not in the new ideas, but in escaping the old ones.
—John Maynard Keynes1
Developing theories about the markets you serve is problematic unless you can invest in marketing research. Even if you have unlimited funds, theory development is still difficult, whether you are a physicist or a marketer, because it is hard work.
Many readers of this book work for firms that, for a variety of reasons, do not invest in marketing research. Consequently, although I am writing this chapter for all my readers, this chapter is of particular value to those who work in companies that do not have researchers to conduct studies that help develop and test theories. Why? Because it is better ...