DEFEATING CUSTOMER LOYALTY by Jack Burke Its not the big things that will cost you customers. Quite frequently, its the small things that drive people into the arms of you...

Call it branding. Call it marketing. Call it whatever you want. But it has the singular objective of motivating the right customer to want to do business with a particular company or to buy a particular product or service. In this document, John Graham lays to rest some common misconceptions on the role of marketing.