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In their efforts to become more customer-focused, companies everywhere find themselves entangled in outmoded systems, metrics, and strategies rooted in their pr

In their efforts to become more customer-focused, companies everywhere find themselves entangled in outmoded systems, metrics, and strategies rooted in their pr

What's a customer worth? The company that can answer this question precisely is the company with an edge in the customer-based, technology - and information - i

This book includes a practical framework with applied cases, and award-winning research.

The value of advertising has always been an effective way to increase consumerism among customers. Through the use of emotional branding, companies and organiza