Harvard Business School Press - Marketing Essentials

As the head of accounting, Dan took pride in the efficiency of his department. Just recently, he and his team had significantly reduced the time between billing and receiving. The resulting improvement in cash flow resulted in a team award from management. So he was a bit annoyed when Janet, his old friend in marketing, told him about her latest market research. "Customers find their statements confusing," she said. "They seem to be paying the bills," Dan countered, "and we manage to keep track of the money, what more do we have to do?" She kept pushing. Couldn't they come up with clearer statements? Something that would make customers'...