Chapter 4 Identifying Customers

It wasn’t raining when Noah built the Ark.

—Howard Ruff

All enterprises use information about their customers to make smarter decisions. But for most traditional marketing decisions and actions, information is really needed only at the aggregate, or market, level. That is, any marketer needs to know the average demand for a particular product feature within a population of prospective customers, or the range of prices that this market population will find attractive. The enterprise then uses this information to plan its production and distribution as well as its marketing and sales activities.

But building relationships with customers necessarily involves making decisions and taking actions at the level of the individual customer, using customer-specific information in addition ...

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