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FEATURE20 March 2017

Knowledge is power

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Features Impact Trends

Becoming a successful marketing leader means looking beyond your own discipline and ‘falling in love with your world’ through customer, product and industry insight, say Patrick Barwise and Thomas Barta in their new book

“To help your company expand the V-Zone [the ‘value creation zone’ – where customer and company needs overlap], you must know what customers want, why they want it, and how they decide to buy, ” say Thomas Barta, ...