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customers

Serving clients and customers well.

2008

Fresh Marketing Theory

Mar 18

McCarthy’s four Ps always felt dry, and no one seemed to care about the customer. A new model, the ‘five Ps’ of marketing, finally puts the customer at the center. It’s about time.

2 min · customers · marketing

2007

Comparative Advantage

Dec 30

When products, prices and company structure are identical across a saturated market, look for a comparative advantage. Extended service plans are the easy route; a consistent, standardized customer experience is the better one.

2 min · customers · strategy
Vocabulary

Aug 16

People keep asking what the tag line on my new business card, “Who is your perfect customer?”, actually means. A rock climber, a kayaker and an outdoors ad that misses them both explain why it matters.

3 min · branding · customers