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. It''s one of the sweetest moments a business can have: landing a marquee-brand customer like Apple or Coca-Cola, Walmart or Boeing. Often, the key customers in these areas aren''t the everyday brand names.
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