Openness means taking the rough with the smoothie

Rawlins, Charlotte
July 2008
Brand Strategy;Jul/Aug2008, Issue 224, p10
Trade Publication
The author reflects on the importance of consumer involvement in every level of the marketing operation as a way of building strong customer relationships. She says that getting positive and negative feedback from customers helps identify the development of the business. Moreover, she discusses the challenges of building strong relationships with customers and the possible ways to address them.


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