Introduction -- 1. The Bridge between Academia and Practice. Debate 1: Is There a Bridge between Academia and Practice? ; Debate 2: Can Business Practices be Valued Equally as Scientific Work? -- 2. Understanding the Customer. Debate 1: Do Marketers Know Better than Customers? ; Debate 2: Can...

These days, consumers have real power: they can research companies, compare ratings, and find alternatives with a simple tap. Focusing on customer needs isn’t a nice-to-have, it’s a strategic imperative. The Jobs To Be Done Playbook helps organizations turn market insight into action. This...