By John Graham

Marketing has never been a laidback, trouble-free game anyone can play. Today, it’s far more perilous than ever, particularly since prospective customers are moving targets. Just when you think you have them figured out, they’ve moved on. If you don’t know what they want and the way they want to get it, they’re gone. If you disappoint them by betraying their trust, they’ll strike back. Bank on it.

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