The total package: loyalty marketing in the world of consumer packaged goods (CPG)

摘要: Purpose – The purpose of this paper is to examine how consumer packaged goods (CPG) companies are harnessing the power loyalty marketing improve their sales and branding effectiveness.Design/methodology/approach cites examples CPG efforts from Procter & Gamble, Tazo Tea, Huggies diapers, Moet Hennessey, Maker's Mark, Purina dog food others, it outlines two primary models that marketers pursuing, each with own approaches, levels investment possible outcomes.Findings explores many obstacles must overcome if they desire shift mass advertising a more customer‐centric model successes failures variety organizations.Research limitations/implications “The industry has often been odd man out even as brands in nearly all industries around globe have pursued tactic overall enterprise customer strategy”, note Hlavinka Gom...