The quest for loyalty

Customer loyalty is widely seen as a key marketing objective (e.g. in a third of all campaigns submitted to the IPA Awards).

The quest for loyalty

Peter Field

Customer loyalty as an objective of marketing has been a cause célèbre for many years now. Such is the momentum behind loyalty, that it was an objective of almost one in three of all the campaigns ever submitted to the UK's IPA Effectiveness Awards (1). In many quarters it is now considered a sine qua nonof effectiveness. So the servers at should be brimming with global case studies of business success through building customer loyalty – the fact that they are conspicuously uncluttered by such cases suggests that building...

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