Hard To Get By Marketing to today's discriminating customers takes a little ingenuity.

Once upon a time, customers were just plain customers. But thesedays, there's a different breed. Today's customers arewiser, expect superb service, are more sophisticated about makingpurchases, demand higher quality, are less forgiving of mistakes,are often under pressure, and are frequently in a hurry.

Because today's customers are guerrilla consumers, the bestway to satisfy them is with guerrilla marketing. That meansmeeting-and then exceeding-customer expectations.

There are a number of technologies out there to empower yourmarketing and bring you closer to your customers. But you will beempowered most when you recognize the huge change in consumers. Theugly truth is they don't trust you as much as they used to.What makes these people so skeptical?