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The Science Behind What Makes Customers Loyal

March 20, 2013
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Ask David Andreadakis, vice president of loyalty strategy for Kobie Marketing, his thoughts on loyalty, and he’ll tell you many in the loyalty marketing space—and elsewhere—have got it wrong. Loyalty isn’t some tit-for-tat reciprocity; it’s about something more exciting and profound. It’s something more genuine that inspires from the consumer lifelong dedication. Of course, achieving that brand commitment is not easy. Essentially there are two avenues to achieve this: loyalty through economic triggers and loyalty channeled through emotional appeal...

 

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The Business of Database Marketing covers all the bases for the typical business reader. It even includes a catalog of the 37 “Best Practices” and a roundup of some of the major “Dos and Don’ts” in making business sense of the world of database marketing. It will be the one...

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