Winning the Elusive Marquee-Brand Customer Advocate
Harvard Business Review
JULY 9, 2013
It''s one of the sweetest moments a business can have: landing a marquee-brand customer like Apple or Coca-Cola, Walmart or Boeing. 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.
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