Marketing Magnified: “Price and Service Aren’t Enough: Marketers Need to Connect with Customers on Their Own Terms”

“A year ago, Netflix had a sterling reputation and loyal customers. It had become a leader in the home video rental business by leapfrogging rivals such as Blockbuster and offering an easy-to-use service with easy-to-understand pricing. At the time, it offered a flat monthly fee for unlimited television and movie viewing in two different formats…”

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