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Building brand loyalty and commitment
This paper, first presented at a ‘Marketing Day for Publishers 1994’ conference, held in London in March, 1994, analyses if loyalty by the consumer is the ultimate requirement of the marketer, and
Customer loyalty programmes — are they right for you?
AbstractIf one is to believe everything that is written in the marketing press, customer loyalty programmes are an essential ingredient of competitive success. Unless one already has, or is about to
Credit cards at the crossroads
UK credit card issuers face some harsh choices. Existing cards' marketing and operational models must be questioned, and accepted wisdom about competitive strategy must be challenged, if the industry
A critical analysis of the third and fourth wave of Pentecostalism
i-vi FORWARD vii-x CHAPTER OUTLINE Chapter 1: Introduction 1.1 The Challenge Presented by a Critical Analysis of The Third and Fourth Waves 1 1.2 The Method of the Analysis 5 1.3 Considerations and
The Seven Myths of Customer Management: How to be Customer-Driven Without Being Customer-Led
Figures. Acknowledgements. Introduction. 1. The seven myths of customer management: Debunking some established wisdoms. The Dangers of Customer Leadership. What's Actually Happening? Myth 1: Customer