Customer bonding by Richard Cross, Janet Smith

By Richard Cross, Janet Smith

A distinct method of growing lasting purchaser relationships starting with awareness-building, this publication explains how you can construct steadily greater bonds--through present structures, way of life involvement, price sharing, and empowerment networks. Dozens of case reviews and real-life examples demontrate how winning corporations have used buyer bonding to enhance loyalty.

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The first three chapters make up Part I. They tell you (1) why old marketing approaches aren't good enough anymore, (2) what the customer bonding system is, and (3) what information-driven marketing means and why you can't succeed without it. Part II consists of Chapters 4 through 8. They are the heart of the book. They review in detail each level in the customer bonding framework and discuss its characteristics, strengths, and weaknesses, and what you must do to make it succeed. Throughout, you'll find plenty of actual examples of organizations that are putting customer bonding into action (as well as a few that aren't).

The only things that consumers gave lower confidence marks to were the claims of car salespeople and the statements corporations issued when stating their point of view on an issue! 25 This portends a significant cultural shift that has radical implications for marketing directives. Dr. Ewen, Dr. George Gerbner of the University of Pennsylvania, and others who study consumer trends argue that commercialism has all but played itself out in the United States. Futurist Faith Popcorn predicts a shakeout, a consumer revolt so profound that she terms it a "socioquake": We'll be buying, yes, but buying carefully with a new awareness that buying is a political act having ramifications all the way up the chain of life.

She buys tried-and-true brands from well-known companies to minimize the risk of a bad choice. Three out of four women report that once they make a successful purchase, they tend to be loyal re-purchasers. 33 The upcoming generation of 46 million eighteen- to twenty-nine-year oldsvariously dubbed "busters," "twentysomethings," "slackers," "Generation X'' (from the Douglas Coupland novel of this name), "Xers,'' "post-boomers," or the "shadow generation"represent a $125 billion market and will fuel future growth for many product categories.

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