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Soundview Executive Book Summaries"Friendship Branding" is a concept that aims to take the impersonal nature out of business contacts. People respond best to communications that have distinctive personality, Lois Geller writes. Buyer loyalty, specifically, is captured best with friendship.
In Customers for Keeps, Geller, who has worked with American Express, Weight Watchers and Columbia House, explores how vital qualities such as reliability, humor, honesty and charisma create good friends and great customers. Copyright (c) 2002 Soundview Executive Book Summaries