Not so long ago, many organisations were quite prepared to take production decisions without any proper analysis of their market. Sometimes decision-makers hit on good ideas, or acted on a hunch that was fundamentally sound. The chances of success, however, were always likely to be reduced simply because they were making decisions without having first gathered, collated and analysed appropriate information. Proper marketing is the route to satisfying customers. Research shows that organisations which constantly satisfy customers are more likely to be successful i.e. more…

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