Fender is expanding its in-house customer-relationship management (CRM) capabilities as it shifts focus from trade marketing to cultivate an inclusive community for both beginners and established players. Evan-jones/' title='Evan Jones News'>Evan Jones joined the 73-year-old guitar maker as chief marketing officer in 2015. When he first arrived, the brand had been concentrating its marketing efforts into trade and retail – a strategy he has jettisoned in favor of consumer-based ...

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Evan Jones:
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