DISABILITY/HOMEOWNERS Dear (Customer Name): Your family depends on you. You provide them with food, shelter, and all the comforts of life. But what if you were not able to do so? How would they get...

We've all heard that the essence of marketing is to find a need and fill it. Well, unless you have deep pockets or know exactly what the world needs, your marketing efforts will yield a better response if you follow this formula instead: Find a want and fill it.
Most of us have enough food, shelter, clothing, and transportation-we don't need much more. But we want more. We need food, but we want fast foods, diet foods, or gourmet foods. Most of us don't need a 2 1/2-bath home or expensive designer clothes, but we want them. We may need a car, but we want a Lexus or a BMW.

THE KEY TO PROFITABILITY by Mary Beth Bolen To be successful in business, carrier marketing managers must thoroughly understand what business they are in, why they are in it, and ho...