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An Idea A Day by David Thompson

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MARKETING

LINK TO A CAUSE

Jim Blythe

BUSINESS—AND ESPECIALLY marketing—often gets a bad press. Marketing is often associated with manipulation, persuasion, and separating people from their cash—whereas, of course, marketers see themselves as providing products and services that people want to buy.

Although marketers talk about putting the customers’ needs at the center of everything they do, this does not mean that they are Mother Teresa: customer centrality is simply the best way of getting people to part with their money, in a world where they have unprecedented choice. The trick is to get people to spend with us rather than with someone ...

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