You will write a 5-page paper on brand loyalty. An expert in this field is Frederick Reichheld, who has written several books on this topic, including The Loyalty Effect or Loyalty Rules. As he stated, Without trust, there can be no loyalty – and without loyalty, there can be no true growth. Again, this course has a customer-centric marketing emphasis.
Your HBR package has an article by author Reichheld https://hbr.org/2003/12/the-one-number-you-need-to-grow.,
but you are expected to research and find two other Reichheld sources plus two Marketing Journal articles by any authors to support your write-up on the importance of Loyalty. The paper’s premise will be whether or not brand loyalty is dead OR is it still important to businesses today and why? Integrate a Biblical verse into this paper and include a separate subject header/paragraph for this and how it connects to brand loyalty and being a Christian.
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