The Customer Loyalty Paradigm Is Ready for Main Street

By Tim J. Smith, PhD | February 1, 2006

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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Success through Relationships

By Tim J. Smith, PhD | January 1, 2006

Malcolm Gladwell poignantly demonstrates the value of personal relationships throughout The Tipping Point. In one of his stories, he tells of the approach Roger Horchow took to attain the rights to revive the Gershwin musical of Girl Crazy as Crazy for You. According to the story, Horchow is asked by Lee Gershwin why he should…

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Thoughts on Relationship Marketing

By James T. Berger | January 1, 2006

Like so many ideas in modern marketing, the concept of relationship marketing began as a smart, sensible realization that the then-existing paradigm, transactional marketing, was inefficient and that it made a great deal more sense to establish relationships between buyers and sellers to facilitate repeat business and “value added benefits.” One of the most significant…

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