A few years ago, I used to believe that flashy ads and crazy discounts were the magic pills to grow a business. And to some extent, they worked. People clicked, bought and left. But the ROI didn’t ...

Ever wonder how firms divide up their customers? Well this method focuses on the profitability of a customer group and the loyalty of a customer group. Customer Relationship Groups: Butterflies, ...

While earning my second master’s in business strategy, I read The Marketing Imagination by Theodore Levitt. Levitt argued that the core purpose of a business is “to create and keep a customer.” This ...