1. Understanding customers : how they think and how they behave -- 2. Accountability : marketing's biggest challenge -- 3. Communicating with customers in a fragmented marketplace -- 4. The right message to the right audience at the right time.

Purpose – This paper aims to investigate whether or not ongoing sales promotion contributed to the declines in “no brand preference” (NBP). Part of an ongoing series investigating the growth of US consumer’s responses of NBP for more than 1,500 frequently purchased consumer product...