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How to Conduct Good Customer Visits

Overview

When Bose Corporation's engineers were preparing to work on their home theater concept, they sought expert advice from Santa Clara University marketing professor Edward McQuarrie, author of Customer Visits: Building a Better Market Focus.  According to McQuarrie, if you want to be a market leader today, you'd better make regular, carefully structured customer visits standard practice.  Well-conducted visits give you access to a rich lode of vivid and credible insights into your customer's business that can clarify your product definition process. This brief article presents a short list of Best Practices for before, during, and after the customer visit.
(3 pages)

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