Brand loyalty is a key concern for marketers today. Insights on
increasing customer loyalty are found in "The Fourth Wave: Brand
Loyalty Marketing." By Larry Light and Richard Morgan of the
Coalition for Brand Equity, the 52-page book explains the ties between
brand loyalty and profitability. To order for $5.00, call the
American Association of Advertising Agencies at 212/682-2500...Seeking
more insights on change management? Edited by James Champy--one of
the seers of reengineering--and Harvard Business School professor
Nitin Nohria, "Fast Forward: The Best Ideas on Managing Business
Change," includes chapters by such leading thinkers as Peter Drucker
and Rosabeth Moss Kanter. To order for $24.95, call the Harvard
Business School Press at 617/495-6117...Service marketing can be done
"honestly and effectively" if a professional service organization has
pride in its service and expertise, writes Rick Crandall in his how-to
guide, "Marketing Your Services: For People Who Hate to Sell." Among
the subjects covered with practical advice are networking; using the
telephone, fax and e-mail; and developing a marketing action plan. To
purchase for $15.95, contact Select Press at 415/924-1612.
PR READING LIST
