Customer capital

Peter Fisk and Hamish Pringle

Marketing needs a new way to talk to key non-marketing audiences. The terminology surrounding brands and their communication has become effectively a private language for practitioners.

Customer Capital

A new language for marketing

Hamish Pringle Institute of Practitioners in AdvertisingPeter Fisk

The power base of marketing resides in expertise in managing a company's customers: identifying, influencing, acquiring, serving, satisfying...

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