MARKETING MANAGEMENT IN BUILDING CONSUMER LOYALTY

This book is here with the aim of providing a deep understanding of the basic concepts of marketing management, especially in building and maintaining consumer loyalty. In a business world that is constantly evolving and full of competition, consumer loyalty is one of the important aspects that can determine the success of a company. Therefore, this book is compiled to provide insight into the theories, strategies, and implementations that can be carried out by companies to increase their customer loyalty. In this book, readers will be invited to understand various basic concepts of marketing management, such as the evolution of marketing, the important role of consumer loyalty, and various strategies that can be applied in order to increase consumer engagement. The discussion also covers consumer relationship management (CRM), digital marketing, and marketing ethics that must be applied in maintaining healthy and transparent relationships with consumers. The writing of this book is also equipped with various case studies that can provide a real picture of how the application of loyalty concepts and strategies can be successful in the business world. With a good understanding of consumer loyalty, it is hoped that readers can design and implement more effective marketing strategies, which ultimately contribute to the sustainability and success of the company.