While I was writing my latest book, Why Marketing to Women Doesn't Work, I came up with a term I quite like called "Knowledge Customers," which borrows from earlier work on the Knowledge Worker.
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About a month ago, McKinsey released a report from its September 1966 archives called "The Changing Face of Marketing." The first section called "The Dominance of the Customer" really caught my attention. Some of the headlines of this section are:
What do women want? We may be getting closer to an answer to the eternal question, thanks to a recent study. “Today’s Women: Newfound Power, Persi...
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