First publication in marketing and clients strategy
The second edition of the World Marketing and Sales Forum (WMSF), to take place in Madrid on October 18th and 19th of this year, will once again have Philip Kotler as its main speaker, “Father&r
Intelligent loyalization in large distribution The retail sector is going through a strategic change in Marketing and Client Management. El Árbol Group and the children’s fashion company Neck ...
Clients are becoming promiscuous. Spanish consumers change providers with ease. Utilities are the biggest victims. Clients are not what they used to be... Companies are facing more and more advance...
Abstract Loyalization is a concept intimately linked to the value segment of each client. &n...
“Service Recovery”: turning a lost client into a loyal client. It’s all the rage in the United States, especially in hotels, airlines, and car rental companies. It’s called Se
Fidelity programs continue to be one of the strongest Marketing options for American companies. Last year, American companies invested close to 1.2 billion dollars on “Fidelity Programs”,
NH Hotels’ loyalty program, “NH World”, is a resounding success. According to the company, 125,000 customers from 14 different countries are program members, only 10 months after its
The reputable on-line auction company, eBay, has announced the cancellation of its fidelity program -“Anything Points” - in the United States, due to results far below those expected, acco
Title: Loyalty Rules! Author: Frederick. F. Reiccheld Publisher: Harvard Business School Press (2002) The virtuous circle of loyalty Following the maxim of Richard Branson, pr
You will agree with me when I say that the customer is the company’s scarcest resource and most valuable asset. It’s the only thing that truly distinguishes it from the rest. Products are
First publication in marketing and clients strategy
Airline companies are the most sensitive to the need for loyalizing their customers, and they are...