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"The Customer is the Star" helps marketers (and business who do their own marketing) with their fears of customer acquisition and retention in the "Age of the Customer", an era where the customer has an almost infinite amount of purchasing options at the click of a button. In the "Age of the Customer", customers have the ability to research customers, find cheaper prices, and voice their complaints about a company within seconds. In addition to all of that, the "Age of the Customer" is varied and filled with globalization and changing age demographics (Generation X, Generation Y, and Generation Z are all in the marketplace.) The book helps readers use these facts about the market and use it to create experiences that drive customer retention and acquisition.

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