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: knowledge.wharton.upenn.edu/ – 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?