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Implementing E-Learning by Lance Dublin, Jay Cross

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Chapter 2. Understanding Change and Marketing Fundamentals

“. . . The ‘soft stuff’ is really hard stuff. I used to believe that, in organizational change, issues such as human resources were fluffy and insubstantial, an afterthought. The only things that I believed mattered were technology and hard design. I’ve learned that what I considered hard or difficult is, in fact, the ‘easy stuff.’ The technology issues are the easiest to deal with and don’t usually make the most difference.”

—Michael Hammer (April, 1990)

Authentic marketing is “. . . not the art of selling what you make but knowing what to make. It is the art of identifying and understanding customer needs and creating solutions that deliver satisfaction to the customers, profits ...

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