... the value of biased vendor‐driven information or sales pitches. Supplier reps are appreciated but not regarded as an exclusive, or even preferred, way to purchase. Those messages mean opportunity, at least for the buying community. Up to this point, the onus has been on buyers to host a growing...

... to purchase less expensive, private labels, such as a grocery store’s own label of merchandise, rather than nationally branded products (see Exhibit 2). New consumers are more likely to examine a wide range of choices when making purchasing decisions. For instance, they tend to seek out and value...

... to that brand. To maximize the customer‐brand relationship, a company must understand how customers think, act, perceive, and make purchase decisions. This holistic analysis is called “crafting a customer model.” This article offers the steps for creating such a model. 1. (1) How do customers choose one...