Tim Koelzer & Kristin Kurth on Addressing Customer Needs & Upstream Marketing
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Tim Koelzer & Kristin Kurth on Addressing Customer Needs & Upstream Marketing

2022-09-28
In Upstream Marketing, authors Tim Koelzer and Kristin Kurth aim to help address customer needs. In the book they share best practices, research, case studies, and analysis informed by their more than twenty years of experience helping transform client brands and businesses through their work at EquiBrand Consulting, a top management consultancy. The result is a groundbreaking deep-dive into the fundamentals of upstream marketing—the process of identifying and fulfilling customer needs, which relies on the s...
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