Facing to continuous technological innovations; how to transform the communication strategy of a "product-based strategy" to a “customer-based strategy" based on the observation of new usages and new consumer behaviors?
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A resort (games, luxury hotels, shopping, residential) asked for support to make its organizational and operational models evolve while creating new relationships with customers.
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The marketing team used to renew subscriptions in a growing and low-demanding market instead of being a strategic and operational support for increasing market shares, defending price levels nor developing innovative services.
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