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How to Innovate in Marketing (Collection), 2/e by Tony Davila, Robert Shelton, Joan Kiddon, Larry Light, Michael Tasner, Monique Reece, Marc Epstein

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49. Customers Are Cocreaters

If your objective is to improve customer experience, there are several ways you can integrate customer experience into different parts of the value chain process, from product conceptualization to marketing. For example, you can create an interactive Web site that enables customers to customize products and make design suggestions. Ducati Motor Holdings, makers of the sexy Italian motorcycle, invite customers to visit their virtual Tech Café where they can present designs and ideas. Hallmark cards encourages customer to submit ideas and suggestions on both products and channels. Nike engages customers in coproducing products via their Web site. Volvo has been able to increase time to market by involving customers ...

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