Romancing Your Members - Member Relationship Management

Romancing Your Members - Member Relationship Management

I recently read a book called Romancing the Customer, Maximizing Brand Value through Powerful Relationship Management written by two British authors. While its message was targeted to large businesses, often in the retail and service sectors, it contained the seeds of important ideas for private club management. First, the book makes the point that “Brands are Relationships. People don’t buy products; they buy brands.” They go on to say that:

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