The 'how-to-think' approach differs from traditional marketing strategies in that it encourages a more introspective and creative view of marketing. Instead of simply following established procedures or tactics, this approach prompts individuals to ask themselves specific questions and engage in exercises that help them understand their strengths, their prospects, and their customers' buying behaviors. This method fosters a deeper understanding of the marketing process and encourages innovative thinking.
Service companies often struggle with marketing efforts because their “product” is not a physical th...
View summary