You always want to grow your brand, but there's a dilemma: The more customer segments you target and serve, the harder it becomes to manage their diverse preferences and behaviors. Welcome to “the conflict zone,” where brands must navigate incompatibilities between customer segments to achieve growth, or risk losing more customers than they gain. The Growth Dilemma features dozens of cases to provide insight into how brands can drive growth by attracting new segments without alienating or losing their current customers. The authors also explore how brands can more strategically select and manage customer segments to drive high velocity growth and symbiotic segment relationships. $32.00
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