Should you focus on acquisition or retention for growth in B2B?

There has long been an argument that it is less expensive to retain and grow an existing customer than to find and acquire a new one. But is this true? The team at the Ehrenberg-Bass Institute have a long history of looking behind easy assumptions to uncover the real evidence for marketing success. In this podcast, Professor John Dawes discusses how loyalty actually works and what marketers should be doing to drive growth in the real world.