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Turning customers into lustomers: the Duveen proposition

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Abstract:

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.

Keywords: ART DEALING; JOSEPH DUVEEN; LUSTOMERS; THE 4DS

Document Type: Research Article

DOI: http://dx.doi.org/10.1362/147539207X223366

Publication date: July 1, 2007

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