and a call centre. According to research these front-end techniques (aimed at creating a personal connection between customers and the brand) have resulted in an increase in sales. This is mostly due to brand loyalty.
However, the company’s CFO (Ewan McCallum) notifies him that the costs for marketing are half of the company’s total costs. This is a problem according to the company’s master distiller (Ellis Cameron) because not enough money is left for Research and Development. Not to mention that…
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