Marketing

Marketing Through the Customer Lifecycle

As B2B business models continue to shift toward subscription and as-a-service, marketers are paying much more attention to customer experience and value throughout the customer lifecycle. A recent conversation with marketing ...

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To Be, Or Not To Be – Loyal To Brands

The traditional reasons to be loyal to a brand are: Perceived risk Inertia, Habit Involvement Satisfaction Relationship between product or service providers (Source: Rundle-Theile and Bennet, 2001) I’m going to ...

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