Machiavelli is too often and quite wrongly impugned. Rather than being the master of intrigue, he should be valued as the first political scientist. He deduced what brought political success. The gist of his advice to the Prince is that loyalty, winning it, inculcating it, is the key to success. The paper will attempt to show why loyalty is the key to success in marketing, and that capitalism will fail unless it retains the loyalty of customers and of its many potential stakeholders.
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