ABSTRACT
The astute marketer can use the changes in customer demand (and forecasts of future demand) to drive through changes inside the organization at a rate which internal departments would otherwise consider ‘uncomfortable’. Knowledge is always power, in the information age this is as true as ever. The marketer’s ability to investigate and understand market changes will be crucial to an organization’s survival in the future. Knowing, and being able to communicate this to others inside the organization are, of course, different matters.
