The Heart of Your Strategy

Crosby, Lawrence A.; Johnson, Sheree L.
September 2005
Marketing Management;Sep/Oct2005, Vol. 14 Issue 5, p12
This article emphasizes the significance of customer loyalty in a marketing strategy. With customer loyalty at the center of business strategy, it is embedded in everything that marketers do. Living the brand becomes an organizational driver. And all other strategies are developed with the starting point and end goal of customer loyalty. The ability to earn this loyalty requires that marketers provide consumers with innovative solutions to meet their needs and lifestyles. Marketers must provide them with high-quality products that deliver, and build upon, the positive reputation of brands. Marketers must provide customers with a positive experience during each step of the ownership cycle.


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