ABSTRACT
This conclusion presents some closing thoughts on the key concepts discussed in the preceding chapters of this book. The book shows that the ability to meaningfully know customers takes creativity and depth of thinking, as well as vigilance in avoiding the trap of assuming continuity across time or consumers. The models of the marketplace need to capture the diversity that is inherent within, and "Big Data" can help but may not currently have all the answers. The book considers persuasion, motivation, and association, along with physical surroundings and marketing tactics. Interestingly, these issues motivate both marketing professionals as well as consumers. It includes discussions of wisdom, collaboration, and macro-perspectives of the marketing function. The book discusses the gamut from satisficing to ultimate customer experiences, with a concentration on hearing customers' voices to determine what they really desire, in a range of areas, from price to future preferences.
