Today, marketers have more choices than ever before. With the proliferation of channels and innovative new ways to offer and deliver products and services, the range of possible actions has grown enormously. Making the right choices is critical since customers have many more choices too. And often it seems that while resources are finite, legions of competitors aren’t. Their ranks are swelling with upstart challengers, as well as successful companies moving in like juggernauts from other markets.
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