. ▁ ▁Brand ing , ▁product ▁market ing , ▁and ▁loyal ty ▁market ing ▁all ▁form ▁part ▁of ▁the ▁customer ▁proposition ▁– ▁the ▁subject ive ▁assess ment ▁by ▁the ▁customer ▁of ▁whether ▁to ▁purchase ▁a ▁brand ▁or ▁not ▁based ▁on ▁the ▁integrated ▁combination ▁of ▁the ▁value ▁they ▁receive ▁from ▁each ▁of ▁these ▁market ing ▁discipl ines . ▁ ▁The ▁discipline ▁of ▁customer ▁loyal ty ▁market ing ▁has ▁been ▁around ▁for ▁many ▁years , ▁but ▁exp ans ions ▁from ▁it ▁merely ▁being ▁a ▁model ▁for ▁conduct ing ▁business ▁to ▁becoming ▁a ▁vehicle ▁for ▁market ing ▁and ▁advert ising ▁have ▁made ▁it ▁om ni present ▁in ▁consumer ▁market ing ▁organizations ▁since ▁the ▁mid - ▁to ▁late - 1 9 9 0 s . ▁ ▁Some ▁of ▁the ▁newer ▁loyal ty ▁market ing ▁industry ▁ins iders , ▁such ▁as ▁Fred ▁Reich h eld , ▁have ▁claimed ▁a ▁strong ▁link ▁between ▁customer ▁loyal ty ▁market ing ▁and ▁customer ▁refer ral . ▁In ▁recent ▁years , ▁a ▁new ▁market ing ▁discipline ▁called ▁" customer ▁advoc acy ▁market ing " ▁has ▁been ▁combined ▁with ▁or ▁replaced ▁by ▁" customer ▁loyal ty ▁market ing ." ▁To ▁the ▁general ▁public , ▁many ▁air line ▁miles ▁programs , ▁hotel ▁frequent ▁guest ▁programs , ▁and ▁credit ▁card ▁in cent ive ▁programs ▁are ▁the ▁most ▁visible ▁customer ▁loyal ty ▁market ing ▁programs . ▁ ▁History ▁ ▁Ret ail ▁mer ch and ising ▁ ▁Prem iums ▁ ▁Prem iums ▁are ▁items ▁that ▁a ▁ret ail ▁customer ▁can ▁receive ▁by ▁re de em ing ▁proofs ▁of