The marketing mix framework has never spoken to the fact that the customer is king. Without customers, we have nothing. So why is it that we continue to focus so much on the top of the funnel and on acquiring new customers, when retaining them is so much more cost-effective?
Winning and retaining customers should be like going to war. It is a battlefield out there, requiring careful strategy and deliverance with a lot at stake. As many businesses declare themselves to be customer-focused, surely there should be a framework that really puts the customer at the heart of what’s being delivered and give them a chance of winning the battle for the customer?
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