customers are more empowered and brand loyalty is eroding, will have to move to Relationship Marketing (RM

strategies they employ to compete for consumer loyalty.Written by international experts in the field, the

information and forecasting demand -- Conducting marketing research -- Creating long-term loyalty

. Household decision-making -- Chapter 14. Organisational buying behaviour -- Chapter 15. Consumer loyalty

need to know about social media marketing: Humans buy from humans -- Small interactions lead to loyalty

communicating brand identity and enhancing brand loyalty. Along the way, these studies raise important questions

-Off Deals -- Loyalty Programs -- Event Marketing -- Summary of Consumer-Oriented Promotions and Marketer

-- Organisational buying behaviour -- Consumer loyalty -- Building relationships with customers -- The online world

Brand loyalty.

buying behaviour -- Consumer loyalty -- Building relationships with customers -- E-commerce and its value

, & Loyalty -- Chapter 6 -- Analyzing Consumer Markets -- Chapter 7 -- Analyzing Business Markets -- Chapter 8

managing products -- Internal marketing -- Building customer loyalty through quality -- Pricing products