Summary
Amazon has built the most powerful customer relationship ever, carefully constructing an ecosphere around tens of millions of customers. With aggressive moves in 2017, including buying Whole Foods for $14 billion and quickly exploiting it to sell Amazon Echo devices, Amazon is a necessary partner for companies of all stripes. CMOs must learn from and even imitate Amazon where possible. But they must also stay tethered to their consumers as Amazon envelops their shared customers in a cozy cocoon that will influence their use of every possible service.
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