Professor Fader will lead an interactive discussion about his new book, The Customer-Base-Audit: The First Step on the Journey to Customer Centricity (Wharton School Press). First, he will explain the connections between this book and his other research/teaching/consulting activities (including his two previous books and the two companies he has co-founded). Then he will take a deeper dive into some of the primary concepts/frameworks from the book, and will lead a discussion about its implications for marketing executives.

More information about The Customer-Base Audit can be found at: https://whr.tn/Customer-BaseAudit

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