Marketing Chapter 6

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Chapter 6 – Marketing

Here are some questions that are explored in this chapter.

  1. How do you differentiate your business from your competition?
  2. What are the Brand Promises you make?
  3. Which of those are Emotional, which are Rational?
  4. Which are Aspirational, which are to be expected? A Given?
  5. How do you manage your relationship with existing customers?
  6. Do you have a view as to which customers are Detractors, Passives or Advocates of your products?
  7. How do you manage Customer Experience?
  8. What stories would you like your customers to tell about their relationship with your brand?
  9. How do you measure this?


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