CMO Imperatives for Building a Customer Strategy as a Business Strategy

For several years, the common theme in the direct and interactive marketing industry has been the connection of customer centricity and business strategy. The marketing community is now building momentum around customer relationship marketing (CRM) strategies.  We are finding effective ways to identify, serve, and retain customers, based upon their value, through orchestrated customer interactions across media and channels. The results of this approach include improved financial performance, competitive advantage, and shareholder....

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