Vikas Mittal, Vivek Astvansh, and Sonam Singh analyze a longitudinal survey of 40,000 B-to-B clients and advise suppliers to grow their sales by investing in existing clients rather than just chasing new clients.
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More on the strategy inhibitors: et al., “Marketers Project Their Personal Preferences onto Con sumers: Overcoming the Threat of Egocentric Decision Making,”Journal of Marketing Research58, no. 3 (2021): 456–475; Vikas Mittal and Shrihari Sri dhar, Focus: How to Plan Strategy and Improve Execution to Achieve Growth (Springer Nature, 2021).
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