Marketing Masters: How High Performance Businesses are Using Effective Marketing to Drive Profitable Growth [Archive.org URL]

Accenture research suggests that market leaders climb to the top of their segments by building incredibly strong bonds with their customers. They’ve done so by mastering the skills and capabilities that form the core of marketing–especially those identified as having a significant impact on loyalty-and by recognizing that responsibility for marketing is shared across the organization.

Accenture also discovered that there are five key factors that account for exactly half of a typical company’s ability to win customer loyalty (with the other half comprising nonmarketing factors such as customer inertia, market maturity, geography and industry structure). These five factors are:
– Developing and delivering the branded customer experience
– Creating and shaping demand
– Translating foresight and insight into marketing productivity
– Harnessing talent and technology
– Driving marketing to meet performance objectives

While all five of these marketing factors make measurable contributions to winning loyalty, the most important are the two customer-facing factors: developing and delivering a branded customer experience and creating and shaping demand.

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