Driving Your Market

A market-driving strategy is not customer-driven, it is customer-driving. Customer-driven marketing reacts to what the customer thinks is important. It stresses important strengths and improves upon important weaknesses. Customer-driven marketing elevates the perceived importance of a firm's un...

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Bibliographic Details
Published inMarketing research (Chicago, Ill.) Vol. 15; no. 4; p. 33
Main Authors Whitlark, David B, Allred, Chad
Format Journal Article
LanguageEnglish
Published Chicago American Marketing Association 01.12.2003
Subjects
Consumer attitudes
Market strategy
Values
United States > US
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Summary:A market-driving strategy is not customer-driven, it is customer-driving. Customer-driven marketing reacts to what the customer thinks is important. It stresses important strengths and improves upon important weaknesses. Customer-driven marketing elevates the perceived importance of a firm's under-appreciated strengths. Values research can play a key role in successful market-driving strategies. Values research is a systematic approach for identifying the emotional bonds that connect people with the products they buy and use. Values research not only tells us which product attributes are important, but why they're important using terms that are both detailed and useful.
ISSN:1040-8460