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Market to Change Customer Behavior, not Attitudes

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Social media expert Paul Dunay revisits a quote from Harvard Business School professor John Quelch, who said, “The purpose of marketing should be geared to changing and reinforcing customer actions rather than customer attitude.” In his blog post, Dunay says that in the age of social media it becomes harder for marketers to change customer behavior, as so much content is controlled by the user. Read his blog and see if you agree. READ MORE
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