Consultant says a little bit of TLC can spark sales

Guyer, Lillie
March 1999
Advertising Age;3/29/1999, Vol. 70 Issue 13, pAM30
Trade Publication
This article presents information on a speech stated by U.S. marketing consultant James Rosenfield at the Direct Marketing Association of Detroit seminar in March 1999. Rosenfield criticized the automotive industry in the seminar. He stated that automobile manufacturers could learn a lot from companies that use world-class marketing techniques such as Ritz-Carlton hotels and Publishers Clearinghouse, because of their attentiveness to customer service and marketing practices. He also mentioned that it takes more than satisfied customers to boost loyalty. Customers must be very satisfied to enthused to stick with a brand. INSET: Dangerous data.


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