AOI-Marketing Malpractice: The Cause and the Cure
Dec 1, 2005
December 2005, Harvard Business Review
Co-authored by Clayton M. Christensen, Scott Cook, and Taddy Hall, this Harvard Business Review article underscores the importance of a marketer's task in understanding the jobs a customer is trying to get done. It explains how jobs-based thinking can help a company design the right products, grow product categories and build brands that customers will hire.
