Customer loyalty is one of the most coveted goals in business, and organizations spend billions of dollars a year to attain it. But is that money being spent effectively? In this course, marketing expert, professor, and bestselling author Marta Dapena-Baron shares best practices for designing customer loyalty programs that align your organization’s strengths and your brand meaning. Join Marta in this course to learn how to: define brand-customer loyalty; articulate the importance of loyalty to others in your company to obtain support for your loyalty initiatives; differentiate three types of customer loyalty; identify your company’s ideal loyalty profile; and create and nurture customer brand loyalty that specifically fits with your organization’s capabilities.