A good customer is hard to find. And even harder to keep. However, driving customers wild with brand-, product- or service-induced desire is the hardest thing of all. How is it done? How do masterful marketing organisations, such as Apple or H&M, turn sceptical customers into slavering
lustomers? Well, the secret of their success – like so many things in our retro-minded times – is actually an old, old secret, one that was brilliantly employed by the peerless Joseph Duveen well over a century ago. This paper outlines the marketing methods of Sir Joseph Duveen
and demonstrates their continuing relevance in today's highly competitive markets.