Subject Index
 

In many national economies, the automotive business plays a major role - in Germany, for instance, 10% of the working population is in some way connected to the automotive industry. In automotive reta ...

Loyalty marketing and CRM recognise that getting and keeping customers is vital to the success of a brand, and that calculating a customer's lifetime value vital to determining strategy. The problem i ...

Stuart Evans, general manager of ICLP UK, argues that loyalty occurs only at an emotional level (and that repeat purchase is not loyalty, but merely consistent behaviour). Thus most loyalty programmes ...

Huw Watkins, account director at kae: marketing intelligence, argues that what you sell is increasingly becoming secondary to how you sell - and the key to loyalty is now customer experience. He expla ...

The 'focus' theme for the May 2007's Admap report is brand loyalty. In this introductory article, Roderick White discusses definitions of behavioural and attitudinal loyalty, some metrics to measure i ...

People are being bombarded with more commercial messages than ever before, most of which are not relevant to them; they cope by shutting these out, and the advertisers have therefore wasted their mone ...

The ability to innovate is a fundamental marketing activity, yet it remains a precarious one for many marketers. Market learning is frequently viewed as a precursor to successful innovation, but the t ...

Professor Merlin Stone, IBM professor of relationship marketing at Bristol Business School, explains how companies can improve the retention and development of profitable customers by implementing 'cu ...

This paper reviews some of the key issues facing organisations that monitor customer satisfaction on a global basis. In particular, it investigates the banking sector and draws on the experience of gl ...

Paul Hague and Daniel Park, from B2B International, take a close look at what customer satisfaction scores really tell us. They argue that many of the most frequently used measures do not reflect cus ...

Andrew Greenyer, director of customer relationship solutions at Group 1 Software, argues that a revolution is taking place in the use of existing channels for advertising to existing customers (such a ...

Within the mobile division of KPN, customer satisfaction and loyalty research provide essential information that helps guide the management of all business processes. In 2003 integral quarterly measur ...

Andrew Ehrenberg, professor of marketing at London’s South Bank University and doyen of consumer purchasing behaviour theory, outlines what loyalty measures measure, how loyalty to different brands di ...

BT is in the eye of the telecommunications revolution and has experienced massive change over the past few years in the face of both regulation and increasing competition. PIERRE DANON, chief executiv ...

In this article Steve Hastings, Isobel, and Mark Price, Waitrose, argue that trends in society have made retailer loyalty schemes unlikely to work, and that most points-based loyalty schemes are futi ...

Roger Sant and Soumya Roy, Research International, argue for a new framework for conducting customer experience research – one that covers emotional as well as functional satisfactions. Only by under ...

Karen Enver, planning director at Draft London, argues that despite 15 years of CRM and ever-increasing funds being allocated to contact service strategies, the customer is just as fickle as ever. Th ...

In this introductory article to Admap’s ‘Focus: CRM & loyalty’ the author raises the issue of how to implement the strategies postulated by customer relationship management. This calls for total seni ...

Customer loyalty and profitability are traditionally seen as being inextricably tied to each other. This paper identifies strategies for building customer loyalty, including knowing your core customer ...

Andrew Greenyer, director of customer relationship solutions at Group 1 Software, describes a survey of company marketers, which asked the length of time that their customers spent looking at particul ...

Dr Joseph Plummer, director of research and insight at McCann-Erickson WorldGroup, describes 'McCann Brand Clout', a proprietary research tool used to evaluate seven universal marketing drivers for br ...

Systembolaget, Sweden’s alcohol retailing monopoly, acts on a strictly regulated market where the marketing possibilities for the retailer are limited. Meeting and exceeding customers’ needs and expec ...

At the beginning of summer in 2001, Sunka, a new generation supermarket, was launched in Lleida (Catalonia, Spain) and was successful from the start. The supermarket became quite famous in the retail ...

Creating an experience or an emotional connection with the customer requires that the marketer or retailer first understand that this experience or emotional connection is not the same for every custo ...

Within the research industry much focus is rightly given to innovative design and creative solutions to meet changing information needs. Yet, no matter how advanced the research employed, too often ke ...

This research examines the interaction between customer satisfaction and firm/brand preference and their moderating impact on share-of-wallet spending for a large financial institution and the fleet t ...

This paper delivers empirical proof that actions to improve Customer satisfaction also lead to an increase of yield. Customer’s satisfaction and loyalty are measured by means of a worldwide survey and ...

What makes a brand loyalty program successful or cost-effective? Interviews of 41 managers of brand loyalty programs were conducted to establish the best practices for such programs. Following this, a ...

The authors suggest that people have become immune to advertising messages and suggest spending marketing budgets on creating tangible customer experiences. They quote several companies who have succ ...

This best practice article on brand loyalty reviews the basic operationally concepts and the differentials that separate the two. The article reviews brand loyalty in the fmcg field, covers the area o ...