LEARNING OBJECTIVES

In this chapter, we will address the following questions:

  1. How can companies deliver customer value, satisfaction, and loyalty?
  2. What is the lifetime value of customers, and how can marketers maximize it?
  3. How can companies attract and retain the right customers and cultivate strong customer relationships and communities?

Successful marketers carefully cultivate customer satisfaction and loyalty. In this chapter, we spell out the different ways they can go about winning customers, encouraging loyalty, and beating competitors.

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