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SAN FRANCISCO Most consumers are ready to bolt to a new brand if that brand can make its transactions more enjoyable, according to a trend study by Forrester Research.
Marketers, especially cable TV, health insurance and investment firms, need to go beyond talking about product attributes and prices. Their marketing should include making their interactions “more useful, usable and desirable,” or they will lose to rivals who do, said principal analyst Bruce Temkin, who authored the study.
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