Donald Trump’s surprising win in the US presidential elections has implications for marketers, according to a recent study by research company Forrester. Titled “Trump’s win proves we live in the age of the customer”, the study argues that CMOs need to understand the strategy that led to Trump’s victory if they are to thrive in the age of the customer. Donald Trump’s surprising win in the US presidential elections has implications for marketers, according to a recent study by research company Forrester. Titled “Trump’s win proves we live in the age of the customer”, the study argues that CMOs need to understand the strategy that led to Trump’s victory if they are to thrive in the age of the customer.There is no doubt that Trump faced opposition from almost every quarter – his own party, media organisations and the business world. What Trump got right – and Hillary Clinton did not – is the understanding that the power has shifted from traditional institutions to the individual. Sim...

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