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No. 2
Customers. It's no longer a matter of knowing your customers; your publishing organization must understand them, too. Customers should be managed as a "market of one." Their behavior must be tracked, and their interests must be fed. Publishers should then manipulate the rich data compiled and provided to those within the organization who need it to drive sales (see Essential No.1).
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- Companies:
- Vista International
- People:
- Gretchen A. Kirby
- John Wicker
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