ABSTRACT
Marketing solutions that work have one thing in common: a customer orientation. Success, however, depends not only on orientation, it depends also on understanding and action. Despite the rapid evolution of marketing methods toward a more accurate and detailed understanding of the marketplace, managers have difficulty translating the results of the research process into effective marketing solutions. Success and failure often hinge on the manager’s skill at implementation. Marketers have not provided clear answers to the manager’s fundamental question: How do I really know what to do? Managers need a problem-solving framework that allows them to break away from old habits and tap into the power of customer-oriented marketing practices.
