Marketing-Practice Management - TELL US MORE - CPAs can use customer case research (CCR) to learn details about why, when and how a client chose their firm for accounting, tax or consulting services. The inside perspective clients provide about who and what influences service selection can help a firm strengthen its market position.
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|Authors:||Nitterhouse, Denise; Berstell, Gerald|
Journal of accountancy : publication of the American Institute of Certified Public Accountants. - Jersey City, NJ : Inst., ISSN 0021-8448, ZDB-ID 2193590. - Vol. 196.2003, 1, p. 35-37
INNOVATION - Finding the Right Job for Your Product - Most companies segment their markets by customer demographics or product characteristics and differentiate their offerings by adding features and functions. But the consumer has a different view of the marketplace. He simply has a job to be done and is seeking to "hire" the best product or service to do it. Marketers must adopt that ...
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