Do We Always Have to Listen to the Customers?

Publikation: Bidrag til tidsskriftTidsskriftartikelForskning

Resumé

We all know the drill. The dominant doctrine in marketing theory states that listening to customers is imperative (Kotler et al., 2016). You need to be market oriented. In other words, you need to analyse the market and use the information gathered to adapt the firm’s products and activities to the needs and wants of customers (Duus, 1997; Kastrup-Misir, 2007). But theory is one thing and practice quite another. Many companies do not practise this principle of being market oriented. Empirically, we observe that a variety of alternative conceptions of how to work with the market and the customers co-exist in business. These work well for many of the companies that use them, even though several do not entail asking the customers about anything.
OriginalsprogEngelsk
TidsskriftNyhedsbrevet om Forbrugeradfærd
Udgave nummer28
Sider (fra-til)2-6
Antal sider5
ISSN2246-2562
StatusUdgivet - 2017

Citer dette

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Do We Always Have to Listen to the Customers? / Duus, Henrik Johannsen.

I: Nyhedsbrevet om Forbrugeradfærd, Nr. 28, 2017, s. 2-6.

Publikation: Bidrag til tidsskriftTidsskriftartikelForskning

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N2 - We all know the drill. The dominant doctrine in marketing theory states that listening to customers is imperative (Kotler et al., 2016). You need to be market oriented. In other words, you need to analyse the market and use the information gathered to adapt the firm’s products and activities to the needs and wants of customers (Duus, 1997; Kastrup-Misir, 2007). But theory is one thing and practice quite another. Many companies do not practise this principle of being market oriented. Empirically, we observe that a variety of alternative conceptions of how to work with the market and the customers co-exist in business. These work well for many of the companies that use them, even though several do not entail asking the customers about anything.2-

AB - We all know the drill. The dominant doctrine in marketing theory states that listening to customers is imperative (Kotler et al., 2016). You need to be market oriented. In other words, you need to analyse the market and use the information gathered to adapt the firm’s products and activities to the needs and wants of customers (Duus, 1997; Kastrup-Misir, 2007). But theory is one thing and practice quite another. Many companies do not practise this principle of being market oriented. Empirically, we observe that a variety of alternative conceptions of how to work with the market and the customers co-exist in business. These work well for many of the companies that use them, even though several do not entail asking the customers about anything.2-

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