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May 29, 2019May 29, 2019 andreweverett360

Digital metrics blocking business value creation

The Australian Financial Review published an interview with Bruce Buchanan, former CEO of Jetstar.

“Why does it cost three times more to acquire a customer in one business than the other, owned by the same group, selling the same product – it’s all brand.” Continue reading “Digital metrics blocking business value creation” →

May 27, 2019May 27, 2019 andreweverett360

In B2B or B2C, don’t ignore the brand

Mark Ritson wrote an article about business-to-business marketing (B2B) in The Australian which contains lots of wisdom. The article draws from new B2B research by Les Binet and Peter Field. Continue reading “In B2B or B2C, don’t ignore the brand” →

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