Securing customer loyalty: Is advocacy the way forward?

Abstract

Purpose

Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.

Design/methodology/approach

Scans the top 400 management publications in the world to identify the most topical issues and latest concepts. These are presented in an easy‐to‐digest briefing of no more than 1,500 words.

Findings

Once upon a time attracting and retaining customers depended largely on an organization's marketing clout. It was often simply a case of shouting loud enough and long enough about a product or service until the customer was left with little option but to accept the claims being made. How things have changed. The Internet has made the world a much smaller place and the balance of power has shifted considerably.

Practical implications

Provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to digest format.

Citation

(2005), "Securing customer loyalty: Is advocacy the way forward?", Strategic Direction, Vol. 21 No. 6, pp. 16-20. https://doi.org/10.1108/02580540510594138