Text Box: Our Graphic Evolves with the Concept   1. Useful, but grimly passive. It did suggest that marketing’s real goal should be broadly defined; didn’t do much else. Text Box: Thank You to… The Harvard Business School where two years immersed in HBS case study methodology inspired Client Path Marketing. And to the “loyalty gurus,” particularly Fred Reichheld whose book series has clearly demonstrated the vital role of customer loyalty in long-term business success. Text Box: 2. Better. Suggesting more stages and at least hinting at action. Text Box: 4. Next, our optional version, suggesting the dynamic concept of on-demand solutions: Marketing communications that are pre-planned and ready for immediate roll-out; stressing the action nature of Client Path Marketing. Text Box: 3. Much Better. Multiple Client Path stages. People, action, continuous effort to move up the Client Path. A hint that things could go backward. Even a depiction of the role of the employee team (lower right) in supporting the vital goal of loyalty building. 

Evolution of Concept
Text Box: 5. And finally, the most important version, indicating that every business should define its own Client Path, and build micro-marketing programs accordingly. Text Box: Acme Furniture: Client Path Stages Quality Stranger—Acquaintance—Cool Prospect—Hot Prospect— Lapsed Prospect—New Customer—Steady Customer— Lapsed Customer—Advocate