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So, Who's the Customer?: Dealing with Complex Value Change

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Description

Presenter: Gerry Katz
Company: Applied Marketing Science, Inc.
Year: 2017

During this webcast, Gerry Katz will explore the complexity of managing the needs of many relevant 'customers' in business-to-business (B2B) product development.

At the beginning of any new product development initiative, one of the most critical questions that needs to be answered is, “Who’s the customer?” It always sounds trivial, but it rarely is. 

During this webcast, you will learn new ways to think about who you will need to talk to in order to fully understand customer needs to create a framework to design a formal sample for market research.

This webcast is for those that need to understand the problems of dealing with complex value chains where there are multiple 'customers' who need to be satisfied. Gerry will explore how to cover 'all the bases.' 

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