Three Myths about What Customers Want
Harvard Business Review
MAY 23, 2012
Chances are there are higher returns to be had elsewhere in your marketing mix. You might also check into Jim Stengel's examination of growth ideals and David Aaker's latest work on brand relevance. For more on consumers' cognitive overload, see the sidebar "Too Much Information" in our recent HBR article. No, they don't.
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