Neglecting existing relationships is a common mistake. Although the maintenance of mature relationships often requires fewer resources than initiating and developing new ones, they are clearly...

Satisfaction and loyalty Attempting to satisfy customers is a necessary first step in building customer loyalty, but that is only a start. It is now generally agreed that satisfaction alone does not...

We've seen that a brand is what ties an insight and its name together, but although we think and communicate verbally, we orient ourselves in our surroundings primarily by visual means. So beyond...

Many brands aspire to "catching" a customer for life. Especially for services, it costs far more to acquire a new customer than to keep an existing one: you need to advertise, rent shops, spend time...

Advertising agencies have known for years that one of the best ways to sell a brand is to position it as a vital part of a lifestyle that customers aspire to. Every society can be broken down into...

Internal RM as knowledge renewal Ballantyne (2000) argues that the common denominator in all approaches to IM is knowledge renewal - that is, the generation and circulation of new knowledge - and...

Internal marketing as a social process Varey and Lewis (1999) argue for a broader definition of internal marketing. They suggest that the authors identified above tend to present internal marketing...

Employees as customers It has long been recognized that marketing cannot be exclusively concerned with issues external to the organization. The implementation of any change, such as the move to a RM...

For service brands, the people who interact directly with customers are the key to building the right brand experience. People are the "fifth P" (after product, place, promotion, and price) that...

"When you are armed with a powerful insight, the ideas never stop flowing," writes Phil Dusenberry, former chairman of BBDO North America, in his 2005 memoir Then We Set His Hair on Fire (the book...

An idea can take form in various ways. It is the unique design that makes a product useful and fun. It is the clever packaging concept that promises something the competition doesn't. It is the...

Since an organization will simultaneously engage in a number of relationships with various partners, each of which may be at a different stage, it is essential that these are viewed as a portfolio...

Hard monitoring and control mechanisms rely on quantitative measures of activity or achievement, and reward or punishment systems that are directly linked to those measures. Hard monitoring/control...

Studies have proven something that bakers and chocolate-makers have always known: a strong, pleasant scent attracts people and encourages them to buy. The same is true of music, which is why...

Customer satisfaction Satisfaction is an emotional state arising from the favorable disconfirmation of expectations. The link between satisfaction and loyalty has received a great deal of attention...