Search

The author offers opinions on the use of customer loyalty reward programs in marketing. It is argued that such programs are an inefficient means of marketing, as they do not offer sufficient reward to create loyalty in the vast majority of consumers who are only occasional users of a product or service. The use of Internet marketing and marketing research to improve means of communication with occasional customers is urged.

In this article the author discusses problems which many companies and industries have when attempting to form and maintain relationships with consumers. He is critical of a lack of respect and a failure to listen to consumers which is seen in many companies and industries. Also discussed are changes that the companies and industries could make to achieve better relationships with consumers.

The article examines the retail industry's fall 2007 media buying strategy. According to the article retail chains are focusing on efforts that combine entertaining and educating the consumer, and to do so they are using such marketing channels as the internet, kiosks, and other options. The article explains that though television advertising is still critical to retail chains, the advertisements success with consumers is more closely analyzed.