Chapter 3

Working Within Difference

The Parameters

The questioning difference the marketer makes on behalf of an organization is critical to its success. There are two aspects to consider here. First, the marketer must be skilled in the art of insightful questioning in order to allow the organization to continuously see avenues for new differences in a marketplace that is always advancing in one direction or another, even without the marketer. Second, the marketer must also be skilled in establishing differences through an enigmatic moving targeted market and continuously do so. Both aspects represent challenges in their own right and, when combined, represent the ultimate challenge to the marketer. Complicating things are certain parameters ...

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