THE ULTIMATE CONSUMER GUIDE

THE ULTIMATE CONSUMER GUIDE
U.S. News & World Report - Sept. 2003
By Gerald Zaltman, a Harvard Business School professor and marketing consultant

"Before, the companies were the fishermen and consumers were the fish, and the fish always had a fighting chance. But now the fisherman has dynamite."

The modern American consumer is the richest, most catered-to creature in world history. We are fueling what has now been officially deemed an economic recovery by spending just about every penny we've got. So why are consumers so cranky? Consumers have an abundance of choices--but less time to handle them.

Customer disservice:
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