rethinking marketing hbr pdf

Each of these articles has been hand-selected to create a collection of impactful readings on shifting away from just marketing products to cultivating customers. The latter occupy a stepchild status. Although the basic premise of the consumer decision journey may not seem radical, its implications for marketing are profound. Companies need to focus less on product profitability and more on customer Profitability 2. As managers shift their focus to customers, and customer information increasingly drives decisions, organizational structures that block information flow must be torn down.

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