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Smart companies will continue to expand their offerings, innovate, and explore new opportunities for growth. Their resources and focus has been on developing and fine-tuning a new offering. But as the launch and announcement approach and their attention turns to communications, they realize that their current customers may not be their prime targets. They find themselves trying to define their new audience and crafting messages relevant to those new prospects. If you find yourself asking: Who are the new prospects? How will this product or service solve a problem or satisfy a need? How do I reach this new audience? Chances are you'll likely get answers from research.
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