Who Are Your Secondary Customers (and Do You Even Know What Those Are?)?

February 20, 2018

We often forget that the “secondary” customers are an important part of the purchase decision. While many businesses target the “decision maker” in their messaging, advertisements, and sales efforts, few acknowledge the other people involved in the purchase. During Super Bowl XLV (2011), Volkswagen promoted the 2011 Passat by highlighting how the car would interact…

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