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So you Think You Know your Customers?

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International Commerce Review


More than mere research-based statistics, our customers are real people – with changing and often contradictory needs and desires. But how do you find the ‘real’ ones? Try focusing on their goals.

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Correspondence to Nader Tavassoli.

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Tavassoli, N. So you Think You Know your Customers?. ICR 10, 56–69 (2011).

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