Mitchell’s piece shows lack of faith

Our Web site address on the Internet is: http://www.marketing-week.co.uk/mw0001

Alan Mitchell is very sweeping in his condemnation of marketers pursuing brand loyalty in his article “No rewards for buying loyalty ruse” (MW June 7). Without doubt, loyalty programmes are not a panacea for the ills befalling certain industries or categories. But to reject the concept of building stronger, more enduring consumer-brand relationships out of hand is, to put it mildly, astonishing.

Prior to a decision to embrace a strategy of relationship building, a marketer would be wise to conduct a comprehensive feasibility audit. Mr Mitchell would be wise not to dismiss the detailed and exhaustive studies which have preceded the introduction of successful programmes.

Tony Wightman

Director

TSM

London W1

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here