Know-How Exchange : Student Questions

Dear sandaken_perera,

You've been doing an MBA for what—two years? And you're only now asking about customer loyalty and how it's built on a brand and how it's lost over time?

And all for 25 points? What on Earth have your been doing for the
last two years? Have you taken NO notice in your lectures at all?

Here's my best piece of advice for you (and trust me on this because this is designed to save your butt from a world of workplace pain and job seeking disappointment).

Between now and the end of November, buy the top 10 listed marketing books on Amazon.com and read every one of them, cover to cover, THREE TIMES, and take lots of notes.

Doing all this will fill in all the holes in your MBA education.

Doing this will also set you apart because it will give you pretty much every piece of the marketing puzzle you'll ever need—pieces of the puzzle that 99 percent of your fellow MBA graduates will never have because they did less work than you did throughout their MBA course.

Here's another piece of solid advice, and again, this is designed
to help you ... and essentially, it's an MBA in branding in two sentences:

First sentence: customer loyalty is not built on an individual brand or on brands generally—individual brands and brands in general are built on customer loyalty, and there's a UNIVERSE of difference between these two ideas.

Second sentence: customer loyalty is lost when brands, companies, service delivery agents, goods, services, and products fail to meet people's needs, or when those brands (etc.,) fail to exceed people's expectations by delivering a quality solution to a real problem, to a deeply felt need, or to a readily and highly desired outcome.

That'll be $100,000 please.

I hope this helps.

Gary Bloomer
The Direct Response Marketing Guy™
Wilmington, DE, USA

Dear Gary,

First i am greatful to you taking your valuable time to answer my question.

I think your advices maked me to think differently and open up the mind more.

I would prefer if you can recommend the books by name i should read.

I wanted to do the research on brand loyalty and to do a solid research to undertand how that is built on a pertucular prodct catagoty, may be toothpaste etc

Need your futher advices.

Thanks

Gray, your thoughts are amazing and i would like to take that challenge but my research has to be based in Sri Lankan context,,,MIni or Ipod is not that famous in Sri Lanka,,but anyway your ideas taking to the right direction.

what if my tops in on factors that make parents to choose instant for for thier kinds, I hope this would be ok,,if so what are the areas i should cover under litereturereview,,

pls advice.

Thanks
Sandaken