Description
The manifesto for business in the 90s-from one of the most prestigious and influential marketing research and consulting firms in the world.
There's a revolution about to take place in American business, and among its undisputed leaders are Kevin Clancy and Robert Shulman, Chairman and Chief Executive, respectively, of the world's premier marketing intelligence firm, Yankelovich Clancy Shulman.
This will place marketing at the core of every company's outlook and strategy, ensuring genuine competitiveness-and for those early converts to the wisdom of Clancy and Shulman, the chance for marketplace dominance.
The preconditions for this revolution are at hand.
America has become a vast databank of customer behavior, and sophisticated methods have been fully developed to extract every nuance of what customers want, will react to, or reject The art of seat-of-the-pants marketing and the pseudo-science of "death-wish" marketing are about to give way to real marketing intelligence, to marketing as an emerging science.
ISBN:9780887304811
