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| Tekijä: | Crosby, L. A. Johnson, S. L. |
| Otsikko: | Building CRM Strategies: Branding and Your CRM Strategy |
| Lehti: | Marketing Management
2001 : JUL-AUG, VOL. 10:2, p. 6-7 |
| Asiasana: | BRANDS BRAND LOYALTY CUSTOMERS STRATEGY |
| Kieli: | eng |
| Tiivistelmä: | The authors of the article state that a main driver of customer loyalty is brand commitment. Today brands exert a strong influence on both customer attraction and customer retention. In fact, the main driver of customer loyalty is often brand commitment. The authors state that managing the brand as an asset is a critical component of any effective customer relationship management (CRM) strategy. The authors of the article answer the following question: how and what do we measure and manage. Then authors advice to look at a brief history of branding to understand why it started and how it has evolved. |
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