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Listen "Customer Portfolio Management: An Interview with Michael D. Johnson, Marketing Department Chair, Wisconsin School of Business"
Episode Synopsis
Marketers tend to overinvest in acquiring new buyers while trying to keep the most valuable customers from leaving. That leaves a lot of customers feeling left out. To correct this imbalance, marketers need a more systematic framework for selective investment in the most promising relationship segments based on growth potential, according to the renowned marketing academic Michael Johnson.
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