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“Another important thing to remember here is that market research is an ongoing process. Don’t just do the research before the product launch but continue doing it even after that.”
― Pooja Agnihotri, 17 Reasons Why Businesses Fail :Unscrew Yourself From Business Failure

“It was in rebuttal to the 4P’s concept that had been the cornerstone of marketing teaching since 1960 or so (and still may be, in many places). I felt that the 4P’s was wrong-headed because it looked at the marketing process from the company out, instead of from the customer in, which I felt was backwards.”
― Robert F. Lauterborn