Ever wonder how firms divide up their customers? Well this method focuses on the profitability of a customer group and the loyalty of a customer group. Customer Relationship Groups: Butterflies, ...

Why is the customer experience so important? Prioritizing the customer experience (CX) is crucial for any company's success. Organizations that are "customer experience-driven" consistently ...

While earning my second master’s in business strategy, I read The Marketing Imagination by Theodore Levitt. Levitt argued that the core purpose of a business is “to create and keep a customer.” This ...