Horrors! The consumer has taken over marketing! How dare he? We marketers know what the consumer wants better than he does! A GM engineer put it best when he said, "How will they know what they want until they know what we have to offer?"

All kidding aside, that unnamed GM engineer actually made that statement; I read it in Dr. Philip Kotler's Marketing Management in 1998. Kotler refers to that attitude as a product orientation, and that kind of orientation does not serve the consumer well. But the internet has changed all that, and Wardell explains how it happened--and what the marketer should do about it--in this book.

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