Brands must focus on what their customers have in common — not what makes them different.
Sharing consumers’ positive stories about a brand can be a highly effective marketing strategy.
Renée Richardson Gosline, Jeffrey Lee, and Glen Urban
The ideal role of marketing was articulated 60 years ago. How close to the ideal have we come?
Philip Kotler, Bobby J. Calder, Edward C. Malthouse and Peter J. Korsten
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