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With few exceptions, every job people need or want to do has a social, a functional, and an emotional dimension. If marketers understandeach of these dimensions, then they can design a product thats precisely targeted to the job. CLAYTON M. CHRISTENSEN HARVARD BUSINESS JOURNAL ” In other words, UNDERSTANDING the job, not the DEMOGRAPHIC, is the STARTING PLACE for a marketer who WANTS TO GET THE customers TO buy.

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