Growing pains
Article Abstract:
Customers usually crave for the peace of mind and the feeling of security that their favorite brand gives them. Case studies of three consumer companies, Progressive Insurance, DeWolfe Companies Inc., and Exxon Mobil Corp., who have achieved growth, customer loyalty and brand value, by addressing customers' higher-order needs, are presented.
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2003
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Change agents
Article Abstract:
The role of Chief Marketing Officers (CMO) in creating customer-loyalty centered business enterprises is discussed.
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2005
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In sync
Article Abstract:
Importance of coordinating investments and branding activities for a product or a service, is discussed.
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2006
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