Saylor URL: http://www.saylor.org/books Saylor.org
REVIEW QUESTIONS
- Is an influencer panel the same as a community?
- If a company doesn’t create an influencer panel, are there still influencers? If so, who are they influencing
and how? - What Internet tools, other than influencer panels, create word of mouth?
[1] Anonymous, “Give Real; Leading Online Gifting Service GiveReal.com Partners with Bombay Sapphire to Serve
Up the Perfect Summer Cocktail through the Web,” Marketing Weekly News, July 4, 2009, 225.
[2] John C. Abell, “Dude—Dell’s Making Money off Twitter!” Wired, June 12,
2009,http://www.wired.com/epicenter/2009/06/dude-%E2%80%94-dells-making-money-off-twitter (accessed
August 24, 2009).
[3] Andy Beal, “Forrester Predicts Huge Growth for Social Media Marketing,” April 24,
2009, [http://www.marketingpilgrim.com/2009/04/forrester-social-media-growth.html(accessed](http://www.marketingpilgrim.com/2009/04/forrester-social-media-growth.html(accessed) August 26, 2009).
14.2 Loyalty Management
LEARNING OBJECTIVES
- Understand the value of customer loyalty.
- Distinguish attitudinal loyalty from behavioral loyalty.
- Describe the components of a successful loyalty program.
It’s 8:00 p.m. and you’re starving. You open the refrigerator and find a leftover chicken breast, half
an onion, and some ketchup. But what can you do with these ingredients? You could search online