Kathy Dempsey 在其 ALA年會心得中記下了 Ernie DiMattia 所說的一段話，令我印象深刻：
He said that he starts all his classes with the word “need" because that’s at the heart of real marketing. “We think we know what people need, but in many cases, we really don’t." DiMattia explained that successful marketing is built around serving a need that exists, and no matter how grand your efforts are, “If you are not fulfilling a need, the rest is nothing.“
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