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Don’t Just Relate—Advocate!: A Blueprint for Profit in the Era of Customer Power by Glen Urban

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Author’s Note

By Glen Urban, February 24, 2005

For my first 25 years at MIT, I did research and taught traditional push/pull marketing. I developed models to forecast new product sales and maximize profit by setting price advertising and distribution variables. After eight years in the dean’s office (three years as deputy dean and five as dean) of the MIT Sloan School of Management, I began to appreciate the wider issues of marketing and management strategy. As I completed my term as dean, the Internet was blooming, and I was intrigued by the role of trust in this new medium.

In 1997, I began a project sponsored by General Motors directed at building a trusted advisor to help people make the right decision in buying a vehicle. This work at MIT ...

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