Winning the Elusive Marquee-Brand Customer Advocate
Harvard Business Review
JULY 9, 2013
The marketing head of an ambitious technology firm recently shared with me a vexing problem: Apple was one of their customers. Your new customer''s legal and PR departments place so many restrictions on you that this great source of value and proof of your credibility is known only to you. Then reality strikes. But it is not insoluble.
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