2011 Aaker Marketing Process 
First Friday Book Synopsis
JULY 6, 2011
Aaker Jossey-Bass/John Wiley & Sons (2011) If your “brand” isn’t relevant, neither are you or your company Those who have read any of David Aaker’s previous books already know that he presents information, insights, and counsel that are anchored in specific real-world circumstances within a broad and deep [.].
Strategy Driven
SEPTEMBER 27, 2013
Indeed, if a department attracts new customers, it wins the lion’s share of the marketing budget, but it is well documented that it costs some companies five to ten times more to attract new customers than to retain an existing one. The Powerful Role of Trust. Customer relationships, like interpersonal relationships, are built on trust.
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