The case entitled 'How a US Consumer Products Company Unlocked the Three Grades of Noncustomers' illustrates how apparent to noncustomers instead of just competing for a share of the existing customers of an industry creates new demand.
The case prompts the students to consider unlocking the three tiers of noncustomers created in the cell phone, computer and air travel industries new demand.
PUBLICATION DATE: July 01, 2009 PRODUCT #: BOS016-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING