Moving beyond Marketing

James J. Lynch

Chapter 2 in Customer Loyalty and Success, 1995, pp 24-65 from Palgrave Macmillan

Abstract: Abstract It is claimed that on one of his regular visits to Annabel’s, the London nightclub, Frank Sinatra admired an expensive painting and sought to buy it, but was told it was not for sale. Upon hearing later of Sinatra’s interest the club owner ordered that the singer be given the painting as a gift. This illustrates the fundamentals of achieving customer loyalty: it costs money; the more personal the action is the better; it should be focused on customers worth keeping; it should convey a genuine interest in customer satisfaction.

Keywords: Credit Card; Customer Loyalty; Relationship Marketing; Loyalty Scheme; Customer Segment (search for similar items in EconPapers)
Date: 1995
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DOI: 10.1057/9780230374713_2

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