What do customers really want?

July 2012
Chartered Accountants Journal;Jul2012, Vol. 91 Issue 6, p54
The article discusses the how important it is for businesses to consider their customers' interests. Topics include how the U.S. railroad industry failed to acknowledge deeper customer desires, how Steve Jobs, co-founder of computer manufacturer Apple, was able to link technological innovation with a successful distribution model, and how a customer-questioning process should be carried out.


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