Peter Fader is the Frances and Pei-Yuan Chia Professor of Marketing at The Wharton School of the University of Pennsylvania. He is the author of Customer Centricity: Focus on the Right Customers for Strategic Advantage and coauthor, with Sarah Toms, of The Customer Centricity Playbook.
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Not all customers are created equal. Despite what the tired old adage says, the customer is not always right. Not all customers deserve your best efforts: in the world of customer centricity, there are good customers…and then there is pretty much every... SEE MORE