Loyal customers are the best customers. They enthusiastically recommend services when they have been supported by competent, loyal employees. However, this loyalty on both sides is not given for free - it must be earned. This book makes it clear how to achieve that. "Total Loyalty Marketing" is a management strategy that shows you how to increase your profits in the long term by guiding your employees and customers up the loyalty ladder, turning potential buyers into loyal repeat customers and engaged ambassadors for your company, actively expanding your referral business, winning back lost customers, and realigning your sales in the total loyalty company. The authors, Anne M. Schüller and Gerhard Fuchs, both experienced marketing consultants, provide you with practical insights and a wealth of valuable suggestions to equip you with the necessary knowledge.