"Know your customer." Who can argue that one of the most important fac-ets of successful marketing involves knowing the customer's needs, wants, and way of doing business? Part of that knowledge is understanding what motivates behavior and how customer employees react to that motivation. This is equally true in marketing to the Department of Defense (DOD) and the private sector. To be successful in the DOD arena, a company and its professional employees must understand the fundamentals of DOD acquisition practices and processes.
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