Best in Brief: Marketing's Holy Grail

This summary of a piece in McInsey Quarterly describes six different customer loyalty profiles and says that three basic customer attitudes underline these - emotive, inertial and deliberative.

Best in Brief: Marketing's Holy Grail

(McKinsey Quarterly)

Stephanie CoylesandTimothy C Gokey

Douglas West Professor of Marketing at the University of Westminster, provides a brief summary of this article.

Customers who change their buying patterns...