From understanding to action - 4 0 16; Miller, Charles, Swaddling, David C; 5 (American Marketing Association, 2004)
ABSTRACT : Knowing what the customer wants is not the same thing as understanding a customer. The subtle difference it makes to a company's profitability are explained in detail, using examples of Wal-Mart and Volkswagen's Beetle.
Keywords: 2 -- 0; 6; Marketing procedures;Consumer preferences -- Venture Analysis;Customer relations -- Business enterprises; 20; 2