1 Listening and Analyzing in the Global World

A moment’s insight is sometimes worth a lifetime’s experience.

--Oliver Wendell Holmes Jr.

You are not alone. And neither are your customers. These basic facts are all too true for those of us in marketing who work tirelessly to get our message into the market. It’s too bad. If we were all alone—or at least the only one attempting to influence our customers’ decisions—our jobs would be a lot easier. Unfortunately, the trend is moving the other way. With increased competition coming from all corners of the globe, and customers learning just as much from each other as they are from any product or service vendor, the job of a marketing professional requires creativity and innovation ...

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