Marketing: Why companies need their customers to ‘love’ them

Author: Barry Libert, Jerry Wind and Megan Beck Fenley
Source: Knowledge@Wharton (4 August 2015)

Everyone today realizes the importance of digital technology and social media. For most firms, however, the road ends with “likes” on Facebook and promotions on Twitter. According to Barry Libert, Jerry Wind and Megan Beck Fenley, these limited strategies leave a lot of value on the table when customers are looking for a company to “love.” The winners in the market will be those firms that can pivot their business model for great customer intimacy and inclusivity, they write in this opinion piece.

This article discusses the relationships companies have with their customers.

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