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Marketing Buzz 09/02

Sell better by understanding the six different customer types; how to respond to bad press

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This story appears in the September 2002 issue of Entrepreneur. Subscribe »

Custom(er) Fit

Did you know that six basic customer types patronize your business? That's according to a recent study conducted by Stephanie Coyles and Timothy C. Gokey, analysts at McKinsey & Co., and published in The McKinsey Quarterly, second quarter, 2002.

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