Test ideas in the marketplace. You learn from hearing a range of perspectives. Consultation helps engender the support decisions need to be successfully implemented
If you don’t make things happen then things will happen to you.
The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.
If we knew what it was we were doing, it would not be called research, would it?
There is only one boss. The customer. And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else.