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Why are we wasting so much time trying to develop customer loyalty? (Comment: Nigel Magson).

Publication: Precision Marketing
Publication Date: 06-DEC-02 		Format: Online - approximately 367 words
Delivery: Immediate Online Access

Article Excerpt
Too many companies place too much emphasis on loyalty, rather than focusing on more definable concepts which could benefit their business, says Nigel Magson.

I've always been uncomfortable with the term 'loyalty', attempts to define it and any move to use it as a marketing objective.

Marketers are accustomed to measuring awareness of their...

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