The role of executives in dynamic marketing strategies

Executives need information about their customers that is not too abstract in nature. For their longitudinal plans they need to understand how their customers behave in that particular environment, influenced by their specific products and personnel. They also need to understand how this context, including market fluctuations and competitors, affects the customers. It is important that the information on which strategic decisions are based originates in the company in which they are to be used, and that the employees are included as a natural part. Concrete results become relevant tools for the management that will ease the implementation phase. When implementation is based on results that are too abstract in nature they generate unsatisfactory results; even though the improvements are meant to reflect customer views, they rarely reflect the reality.