Tagproduct marketing setting

Why just 'knowing' your customer is not enough

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Every customer support forum and blog has at least one post talking about the importance of ‘knowing’ the target customer. This is one of those well established cliche-stereotypes that David Foster Wallace points out in Infinite Jest – we talk about them so much because they happen to be true. The only question is, how true? Is ‘knowing’ your customer really enough? Cadbury’s knows that its...