chapter  3
22 Pages

The route to your customers

We had an opportunity in Chapter 1 to look at how the route to customers affects the whole process of meeting customer needs. We have also had the chance to look at our customers in more detail and now have a number of different ways of recognizing them and understanding how they might act in relation to our products or services. In this chapter we will take the time to take a closer look at the route, how it operates and what sort of influences we can exert along the way.