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Ladder of loyalty

A tool used in marketing that identifies a path for consumers to follow using integrated marketing communications techniques, with the consumer’s loyalty increasing along the way.

This path is as follows:

• Prospect - where a consumer has yet to make a purchase
• Advocate - where consumers are made aware of, and recommended the product
• Customer - where a consumer trials a product
• Client - where a consumers becomes a repeater purchaser of the product

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