The culting of the brands : when customers become true believers
Douglas Atkin explores how companies can cultivate fanatical customer loyalty. Harley Davidson, Saturn, Ben and Jerry's and JetBlue have all achieved cult status by making their customers feel special, part of an exclusive group. The benefits reaped by the companies concerned are described in detail
Print Book, English, 2004
Portfolio ; Turnaround, New York, London, 2004
288 pages ; 23 cm
9781591840275, 1591840279
1064372171
Includes index