O'Reilly logo

Evergreen by Alan Weiss, Noah Fleming

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

CHAPTER 6

Becoming Intimately Familiar with Your Customers

Getting Your Hands in the Soil

Companies are struggling. As we’ve discussed, old sales and marketing methodologies rely on manipulations to generate sales, but that model clearly doesn’t work anymore. Unfortunately, neither do a lot of the things that you may have read (or been taught) when you were coming up the ranks. For instance, anyone who has spent any time at all in marketing has heard about the Four Ps—product, price, place, and promotion. These concepts were made leading edge by marketing professor Philip Kotler in his 1967 book, Principles of Marketing, and they ruled the roost for more than forty-five years. But the game has changed, and, unfortunately, the Four Ps are now ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required