Marketing is finally making sense…
Having read Stefan Stern’s brilliant article in the FT “Why the marketing team must aim higher” (March 2nd 2010) I realise just how important it is to constantly engage with customers.
Marketing has had a turbulent ride in the last few years.The economy has not been friendly, budgets have been slashed and the notion of payment by results has crept into fee bargaining.
Customer loyalty is the key to growth and not new product launches that consume resources and money on promotion. Loyal customers boost a brands reputation and profitability by word of mouth.
As mentioned in a previous posting, it is the Generators who help transmit that message and not the Acceptors or Resistors.To quote the authors of Firms of Endearment ” Earn a share of the customer’s heart and she will gladly offer you a bigger share of her wallet”.
At last some common sense….
http://www.ft.com/cms/s/0/5787759c-2563-11df-9cdb-00144feab49a.html
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