By the end of this chapter you will be able to: ■ Assess the role and value of sales and product information ■ Evaluate the role of sales and product information in increasing revenue
INTRODUCTION All customers want to feel valued and an important part of any relationship is the ability of an organisation to offer customers something of value, based on previous product purchase or knowledge of the market. However this is only possible if the organisation has detailed knowledge of its customers and the markets in which it operates. All too often organisations launch a new product into the market that simply fails to meet the needs of the customers. Similarly, ineffective marketing campaigns are launched which fail to attract the ‘right ’ customer.