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| Author: | Schulz, D. Bailey, S. |
| Title: | Customer/brand loyalty in an interactive marketplace |
| Journal: | Journal of Advertising Research
2000 : MAY-JUN, VOL. 40:3, p. 41-54 |
| Index terms: | CUSTOMERS BRAND LOYALTY MARKETING THEORY |
| Language: | eng |
| Abstract: | The interactive marketplace changes traditional marketing theory. An argument is made for the development of shared values and reciprocity as a theory base on which to build customer relationships. A planning matrix is presented and illustrated with a case example. Every marketing organization wants to develop loyal customers: customers that buy consistently over time, generally at regular prices, commonly ignoring the pleas and platitudes of competitors. |
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