Companies that sharpen the picture they have of their customers and those customers' buying habits will have better success in marketing, and better results from product and service offers, writes Maria Geokezas, account director for Heinz Marketing. Among her tips: Understand your customers' work environment, pressures, and how they make buying decisions; create a "story" about the target customer and how he or she interacts with your company's brand; and conduct in-depth interviews with clients.

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