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The following is an excerpt from the June 18 issue of The Wichita Eagle. Dean Headley, a Wichita State University associate professor of marketing and entrepreneurship, contributed to the article.

Fighting for every sale

Thursday, June 18, 2009

The downturn in the business jet market has cost thousands of jobs in the Wichita area since layoffs started late last year, more than 11,000 jobs in all at the three general aviation manufacturers. 

Manufacturers are tweaking and changing marketing strategies in response to the downturn.

Companies must sharpen their background work and knowledge of their customers, said Dean Headley, a Wichita State University associate professor of marketing and entrepreneurship.

"You always have to know your customer, but in tough times, you've got to know them even better and what you can offer... that fulfills their needs or fulfills those particular emotional buttons," Headley said.
 
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Created on Thursday, June 18, 2009; Last modified on Monday, August 31, 2009