The Future of Marketing: Brand Loyalty

Paper Summary:

This paper examines how loyalty to a particular brand of product may be the way forward for future marketing strategies. Brand loyalty is a way of creating a relationship between the customer and the company so the customer does not go elsewhere.

From the Paper:

"In the future then, for all suppliers of both products and services, how to retain customers will be an important part of the marketing mix. The focus will be on relationship marketing, with companies needing to consider how to build an effective relationship between itself and the customer. Just as Groonroos predicted, companies will no longer be dealing with anonymous masses of customer. Instead, the customers will be considered in detail, with companies considering how to provide for the full needs of the customer."

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