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  • MARKET-DRIVEN THINKING
    ebook
    MARKET-DRIVEN THINKING
    ARCH G. WOODSIDE
    Market-Driven Thinking provides a useful mental model and tools for learning about how executives and customers think within marketplace contexts. When the need to learn about how executives and customer think is recognized, a solution is usually implemented automatically, with no thought given to the relative worth of alternative methods to learn fill the need. Thus, the "domi...

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