ARE YOU LISTENING TO YOUR CUSTOMERS? - MARKETING FOR SME'S

In the past, marketing communications were simply a one-way line from company to consumer. It was something left to chance, with a company putting out a message that they hoped would connect with customers. There was no way of gauging whether this message was working or not, and no way of refining it or tailoring it to the customer's need. In short, it was vague, unfocused, and hopelessly out-of-alignment with customer beliefs, values, and perceptions.