Torment Your Customers ,They'll Love It 

by Stephen Brown 
7 pages.  Publication date: Oct 01, 2001. Prod. #: R0109E-PDF-ENG

In the past decade, marketing gurus have called for customer care, customer focus, even--shudder--customer centricity. But according to marketing professor Stephen Brown, the customer craze has gone too far. In this article, he makes the case for "retromarketing"--a return to the days when marketing succeeded by tormenting customers rather than pandering to them. Using vivid examples, Brown shows that many recent consumer marketing coups have decidedly not been customer driven. They've relied in...

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