8 April 2004

Wal-Mart’s Onetime CMO: Win Customers’ Hearts

Why creating emotional attachments with buyers is more crucial than obsessing over your rivals

A GMJ Q&A with Paul Higham, former chief marketing officer at Wal-Mart
How do you build one of the world’s greatest companies? Not by obsessing about the competition, says Paul Higham, Wal-Mart’s former marketing chief. The key is forging strong emotional connections with customers.
Gabriel Gonzalez-Molina is an author and lecturer for Gallup. He is coauthor of Follow This Path: How the World’s Greatest Organizations Drive Growth by Unleashing Human Potential (Warner Books, 2002).
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