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strategy and business

David L. Newkirk

All articles by David L. Newkirk

Restoring Relevance to the Marketing Department: Dismantling the Brandocracy

Loyalty to brands has been declining. But don't blame it on the consumers. A new, more analytical marketing model is needed, one that sheds more light on the myriad of customer needs and understands the value of relationships.
 - by Sam I. Hill, David L. Newkirk, and Wayne Henderson