How top marketers turn customer obsession into growth
Geoffrey PrecourtWarc
In any economic model, there essentially are two kinds of companies: enterprises where revenue-growth qualifies them as "overperformers" and, at the opposite end of the scale, organizations that "underperform" according to the same criteria.
At the Association of National Advertisers' (ANA) 2015 Masters of Marketing Conference in Orlando, a new study examined the effective marketing habits of leading companies – and compared them with the practices of those operators that had not fared so well.
The bottom lines of the study lent powerful support to a new kind of...