It is frequently claimed that “your best salesman is a satisfied customer.” Therefore, the innovator or first user of a new product or service can be a valuable asset to a firm. Do innovators in fact communicate their experiences to others? If so, why? These and other questions are the subject of this report of the communication experiences of first users of an automotive diagnostic service.
A few marketing groups are engaged in sophisticated computer applications; others are at an elementary stage and in conflict with computer service departments. Most firms operate marketing information systems which lag behind computer techniques. An overview of the situation is offered with organizational recommendations.
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