Browse Robinson, Louise; Cahill, Daryll

Title	Type	Date	Words
Deriving value from sponsorships: sponsorship deals can be a means for companies to gain a competitive advantage. Sponsorships provide a valuable way to reach target customers, reinforce messages to existing customers, facilitate loyalty of both customers and staff, and increase the brand in the marketplace.		Oct 1, 2008	1066
Protecting your loyal customer base: protecting a customer base and generating loyalty forms a key part of firm strategy. It is essential to understand this process and take proactive steps to minimise the potential loss of key customers to competitors and seek opportunities to create customer returns.		Jun 1, 2007	1234