25 September 2000

People Who Mean Business

Building business-to-business relationships

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"
Marketing today is increasingly about "relationships." Repeat business is now recognized as the avenue to enhanced profit performance, and the prerequisite for a sustainable future. The goal: building an enduring and leverageable bond between the company and its customers. The need: creating this bond efficiently, as well as effectively.
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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