21
salespeople
and
even
packaging.
Public
sources also
play
a
role,
the
newspapers,
radio
and
television
carries
information
and
may
influence
consumer
decisions.
The
usefulness
and
influence
of
these
sources of
information
will
vary
by product
and
by
customer.
(Hawkins;
Motherbaugh:
Bes,
2007).
The
challenges
for
the
business is
to
identify
which
information
sources
are most
influential
in
determining
Customers
Orientation to create the right mix that focus on customer value creation strategy.
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