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":"bd0a60c44b9a7e6db4bc51c481cc52f4","s":"ccba86c493cb60fe"}
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