Adding structural ties

Let's cut through any long winded description and tell you the main idea here is to go beyond getting your customers to be loyal. The marketer's goal should be to increase the consumer's proclivity to repurchase your company's brand. You do that by creating structural ties with your customers. Here are three suggestions.

1.) Create long-term contracts. Get your customers thinking about annual renewals, or better yet multi-year renewals. This...

So much rhetoric in those typical "making money online" discussions seems to focus only on skillful methods to attract new customers. Too much reliance on the front-end process means you are neglecting the necessary follow through, namely that your company must keep those customers in order to increase the business.

I'm a big fan of Philip Kotler. I want to use this blog to share more of the wisdom from my MBA program at Keller Graduate School of Management. So here are...