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Customers First: Dominate Your Market by Winning Them Over Where It Counts the Most by Bolivar J. Bueno

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CHAPTER 5

Brand Lovers

Walmart is the world’s largest retailer. It has more than 8,000 locations in 15 countries. As many as 1.4 billion people shop at Walmart—every week. Revenue estimates for this undoubtedly dominant company come in at a cool $413.8 billion annually.

Try to find Walmart on the radio, though. It’s pretty difficult. For years, it was impossible. There was an extended period of time in which the world’s largest retailer didn’t have a single radio commercial. It didn’t matter where you tuned your dial— country, hip-hop, classic rock, or easy listening—you weren’t going to hear a word from Walmart. There wasn’t a single jingle, no 20-second spots urging customers to come down to spend less and live better.

Why is that? Sound is ...

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