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.

Increasing customer lifetime value is a much easier way to grow sales and profits compared to acquiring new customers.

The modern world offers a diverse set of customers and employees and successful companies know how to leverage the value of diversity.

Customer value proposition is a crucial concept to increasing profitability and beating the competition. The focus should be the customer.

An effective business strategy builds value in publicly traded companies and value for customers of private businesses.

A successful customer-centered business strategy requires a clear vision and value statement that is shared with all employees.

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

Stay close to your customers by asking questions to learn about their experience and listen to their feedback.

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.

Small businesses often operate on small budgets, but you can still find ways to build your brand.

Successful customer service means making customers want to come back for more and getting them to recommend products and services to others.

It's extremely important to know details about your customers and develop a close relationship.