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":"27b7e9006cff8177ecdde8d657e7c552","s":"485acc9071d006cc"}
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