Abstract
Executives often attribute marketing mistakes to a lack of customer centricity. The standard refrain is that mistakes happen because managers do not listen to the “voice of the customer.” However, the problem is not so simple.
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© 2015 Amitav Chakravarti and Manoj Thomas
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Chakravarti, A., Thomas, M. (2015). Three causes. In: Why People (Don’t) BUY. Palgrave Macmillan, London. https://doi.org/10.1057/9781137466693_2
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DOI: https://doi.org/10.1057/9781137466693_2
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