Tag Archives: marketing

Christensen, C. M., Cook, S., & Hall, T. (2005). Marketing Malpractice. Harvard Business Review, 83(12), 74-83.

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The article proposes a change to companies’ marketing strategies. The authors claim that “the job, not the customer, is the fundamental unit for analysis for a marketer who hopes to develop products that customers will buy”. The claim has an … Continue reading

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