Consumers have many contemporary needs and wants, partly influenced by marketing, which should be picked up by market research. How this is translated into goods and services depends on the other aspects of the operating business.
Luengo-Jones, S. (2001), All-to-One: The Winning Model for Marketing in the Post-Internet Economy, London: McGraw-Hill, 120-155, 236, back insert of 'The All-to-One Journey Map.