As marketers seek to develop lasting relationships with customers and clients, the conventional wisdom focuses on developing these relationships through loyalty programs. The rationale is that marketers who invest in loyalty programs obtain their payback through repeat business. However, there is another theory that says customer loyalty programs are hardly the be all and end…

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Geoffrey Moore’s Crossing the Chasm tells us to knock down Bowling Pins and gather Early Adaptors. Malcolm Gladwell’s The Tipping Point suggests cultivating Mavens, Salespeople, and Connectors to create market acceptance. Miller Heimen Large Account Management Process suggests that we strategically invest in potential Level 5 accounts. Alex Wipperfurth’s Brand Hijack encourages supporting the early…

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