Marketing
February 19, 2021
Brand relationships are ongoing, interactive processes between customer and brand. Image credit: Getty
By Nora Howe
As the global pandemic upended the traditional business growth model, 2020 saw a shift from constant acquisition of prospective customers to targeting existing audiences and increasing brand retention.
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","iv":"67155ed6066fd4ca5eec509124d15fa5","s":"c1c563d89b8c6212"}
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