Relationship marketing is more than just keeping customers happy. Learn how to create lifelong customers and maximize profits.

Dr. Alan Grossnickle reviews the book Building A Story Brand. This review distills the most poignant ideas in the book.

Customer retention should be a focus for your business. Returning customers can make a big impact on sales, but consider their data.

Your "brand" is anything that identifies your product and brand equity is added value beyond the functional benefits of your product.

Corporate identity or "brand" is a valuable asset that can be effectively managed and leveraged to grow and expand your business.

Brand identity is a crucial marketing step to develop your business. Learn what a Brand is and how to build and manage your brand.

It is critical to analyze future opportunities when designing a marketing plan to grow your business.

Businesses must balance the needs and wants of their customer base to find the best marketing strategy.

It's important to measure public relations, but you have to know ask the right questions to determine the goals of your campaign.

This model provides structure for developing a public relations plan that supports the organization’s overall aims and objectives.

The firm’s task is to examine its costs and performance in each value-creating activity to determine marketing and customer value.