TITLE
"Early Adopted Characteristics Among South Dakota Life Insurance 'Switchers': A Pilot Study," Journal of Insurance Issues and Practices, Williamson, Terrence E. and Donald L. Morrison, 1979, Vol. 3, No. 1: 77-86.

ABSTRACT
Marketing related literature has for many years stated repeatedly that a true marketing approach to any market segment is based not on what can be created and then sold to the consuming public, but upon what the consuming public wants. A true marketing approach first examines a consumer market segment and then creates what that segment wants, not the other way around.