This is Series 1 of “reviewing one article per week and condensing the key points into an eight-minute video”. The article rethinking marketing (written by Roland T. Rust, Christine Moorman, and Gaurav Bhalla): to compete in an aggressively interactive environment, companies must shift their focus from driving transactions to maximizing customer lifetime value. That means products and brands must be made subservient to long-term customer relationships, and transforming the marketing department – traditionally focused on current sales – into a “customer department’.
The link of the article is: https://hbr.org/2010/01/rethinking-marketing
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