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As a small-business owner, you work hard to get new customers, and once they visit your website or walk in the door, you should do everything you can to make sure they stay a happy customer and return ...

Relationship marketing leads to conversions in an indirect fashion—the focus is not on making a sale, but rather on building loyalty through engagement. This method of marketing relies on a brand’s ...

Opinions expressed by Entrepreneur contributors are their own. Brand equity, loyalty or affinity are really just terms used interchangeably to describe trust. While all brands strive to build trust ...