品牌应专注通过现有用户进行传播.pdfVIP

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IBELIEVEBRANDSSHOULDONLY

COMMUNICATIONSTHROUGH

Brandsarewastingbudgetsonluringnewcustomers.Afartertackistogetfaithfulbrand

stalwartstospreadtheword,ChrisStephensonargues

Summary

Ibelieveourfocushasbecometoonarrow.Ibelievethatwe’vecometoacceptasfactthe

suppositionthattheprimaryroleformarketingcommunicationsisgrowththroughcustomer

acquisition.Indoingso,wevirtuallyignoreboth