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":"0435b9794b55aeb5bdabc4e92c3aa7a4","s":"d41e6f5c04778db4"}
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