Why do some companies tend to succeed in their attempts at not only attracting customers who tend to repeat their purchase of that company’s specific brand, but also tend to have these customer’s become “brand advocates” in attracting new customers for that company? In this e-book, the concept of customer loyalty, retention and customer relationship management (CRM) is evaluated and examined. Guest editor Richard C. Leventhal has collated a diverse collection of studies which address this, ranging from an analysis of the effectiveness of retail private-label credit cards in a crowded marketplace, to a case study detailing a marketing approach used by Volvo in the Australian marketplace.