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"Give the lady what she wants" and "The customer is always right" are quotes attributed to the venerable Chicago retailing pioneer Marshall Field. That customer-centered approach to doing business was leading-edge at the close of the 19th century and soon became a competitive advantage for Mr. Field's namesake department store empire.
Fast-forward more than a century, and it turns out that same customer-centered approach remains a best practice for marketing, but what....
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