How P&G gained Market Share through Customer Knowledge?

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The need to focus on the customer and be responsive to the demands of the market has long been recognised by organisations, the best testimony being the emergence and sensational growth of the advertising industry. However, globalisation and technological revolution have transformed the dynamics of business and with it, the definition of customer and market knowledge. Today, being a market-driven organisation entails developing a culture of constantly listening to the customer, analysing competition and defining strategies that fulfil existing, anticipated and even unanticipated needs of the customer. Customer relationship management has given way to a new paradigm — customer knowledge management. For world-class organisations operating in the knowledge economy, market and customer intelligence is a core competency and a fundamental source of competitive advantage.