from a product-and-sales philosophy to a holistic marketing philosophy, however, gives them a better chance of outperforming the competition. The cornerstone of a well-conceived holistic marketing orientation is strong customer relationships. Marketers must connect with customers-informing, engaging, and maybe even energizing them in the process. Customer- centered companies are adept at building customer relationships, not just products; they are skilled in market engineering, not just product engineering. A pioneer in customer relationship management techniques is Harrah's Entertainment. Building Customer Value, Satisfaction, and Loyalty Creating loyal customers is at the heart of every business. As marketing experts Don Peppers and Martha Rogers say: The only value your company will ever create is the value that comes from customers- the ones you have now and the ones you will have in the future. Businesses succeed by get- ting, keeping, and growing customers. Customers are the only reason you build factories, hire employees, schedule meetings, lay fiber-optic lines, or engage in any