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Business, general

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Growing pains

Article Abstract:

Customers usually crave for the peace of mind and the feeling of security that their favorite brand gives them. Case studies of three consumer companies, Progressive Insurance, DeWolfe Companies Inc., and Exxon Mobil Corp., who have achieved growth, customer loyalty and brand value, by addressing customers' higher-order needs, are presented.

Author: Wise, Richard, Slywotzky, Adrian
Publisher: American Marketing Association
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2003
Medical Service and Health Insurance, Other Activities Related to Real Estate, REAL ESTATE, Real Estate Services, Case studies, Real estate industry, Energy industries, Energy industry, Health insurance industry, XON, Exxon Mobil Corp., DeWolfe Companies Inc., DWL, Progressive Insurance Co.

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Change agents

Article Abstract:

The role of Chief Marketing Officers (CMO) in creating customer-loyalty centered business enterprises is discussed.

Author: Crosby, Lawrence A., Johnson, Sheree L.
Publisher: American Marketing Association
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2005
Venture Analysis, Business enterprises, Marketing executives

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In sync

Article Abstract:

Importance of coordinating investments and branding activities for a product or a service, is discussed.

Author: Slywotzky, Adrian, Roberts, Ken
Publisher: American Marketing Association
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2006
Economic aspects, Product management, Brand identity

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Subjects list: United States, Management, Marketing, Customer loyalty, Company marketing practices, Company business management
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