Posted by & filed under Consumer/Buyer Behavior, Innovation, Integrated Marketing Communications (IMC), Marketing Research, Metrics/Analytics, Relationship Marketing.

Description: ‘The Customer-Base Audit,’ co-authored by Wharton’s Peter Fader, argues that firms cannot make fully informed decisions without first understanding their customers’ buying behavior and the actual health of their customer base.

Source: – podcast

Date: Nov 01, 2022


Questions for discussion:

  • What is a customer-base audit, as you understand the meaning of the term?
  • Why is it a critical first step for marketers?
  • What are your inputs to this conversation?