E-Marketing Professionals

Perhaps the difference between responsive marketers and those who anticipate or shape needs is best summarized in the difference between a market-driven company and a market'driving company. Most companies are at best market-driven, which itself is an advance over being product-driven. Market-driven companies focus on researching current customers to identify their problems, gather new ideas, and to test proposed product improvements and marketing mix changes. Their efforts typically result in incremental improvements, not radical innovations.