Marketing Malpractice:The Cause and the Cure

Making it easier and cheaper for customers to do things that they are not trying to do rarely leads to success.

The structure of a market, seen from the customers’ point of view, is very simple: They just need to get things done, as Ted Levitt said. When people find themselves needing to get a job done, they essentially hire products to do that job for them. The marketer’s task is therefore to understand what jobs periodically arise in customers’ lives for w... See more