What Marketers Can Learn from the Food-Truck Trend
Harvard Business Review
AUGUST 23, 2011
We used to quiz him with focus groups and mall intercepts. In short, it's time for "Cessna" marketing, a look from 12,000 feet at American culture and commerce. Does experience marketing get any more exciting than this? Food trucks are good at managing scarcity. Never mind, he wants Z. It's just that he can't.
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