Harnessing Marketing Spend for Competitive Advantage

This chapter explores the strategic benefits of robust marketing investments, emphasizing their role as a competitive moat rather than a financial burden. It discusses the evolution of customer engagement strategies, highlighting the shift from traditional loyalty methods to continuous interaction, and introduces the concept of 'customer reacquisition cost.' Additionally, the chapter addresses the intricacies of online advertising metrics and the psychology behind consumer purchasing decisions, aiming to foster better communication and decision-making within organizations.

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