In Evergreen: Cultivate the Enduring Customer Loyalty that Keeps Your Business Thriving (published by AMACOM), author Noah Fleming explains how constantly searching for new customers is not a solution for new business. Fleming argues that customer loyalty is built through proper marketing that balances getting new customers and keeping existing ones. The purpose of the book is to give managers the steps needed to find their right sense of balance.
Noah Fleming helps clients dramatically and rapidly increase sales, multiply profits, and maximize customer value as CEO and founder of Fleming Consulting & Co. He is a regular contributor for publications such as Fast Company, Forbes, and the New York Times.