Account Planning in the New Age of Customer Centricity

"The lesson for agencies is that our old product (advertising) tells consumers what to expect from the brand—but the real equities are created by experiencing the brand in action.
The good news is that while brands are universal, experience is personal. In a world where the consumer’s perception of brands is that they are increasingly similar, customer experience is an ever more valuable source of differentiation."

Cathy Clift, Chief Planning Officer of Rapp Collins Worldwide

Pe larg, despre importanta account planner-ilor, despre comunicare personalizata si cum afecteaza schimbarea, produsa de noile tehnologii, atitudinile si motivatiile consumatorului
la Adotas

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