Category: Opinion & Analysis

As Zimbabwe’s economy adjusts to lower growth, constrained consumer spending, and intense competition, businesses are being forced to rethink not only what they sell but also how they measure success. By Willard Chiroodza A growing body of global research now points to a clear direction: Zimbabwean companies must transform their marketing practices to become more customer-centred, data-driven and performance-focused. In a market defined by volatility and thin margins, intuition-led marketing is no longer sufficient. Survival increasingly depends on the disciplined use of metrics that link customer behaviour directly to revenue, loyalty and...