13 November 2003

Marketing’s Missing Link

There is no customer “relationship” management without customer engagement

by William J. McEwen
Author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer"
They’re enormously expensive. They’re time-consuming to implement. And they don’t seem to improve customer relationships. Yet marketers continue to hold out hope that CRM programs will pay off in the end. Perhaps it’s time for a new approach.
William J. McEwen, Ph.D., is Global Practice Leader for Gallup's Brand Management practice. He is the author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer."
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