search query: @indexterm market research / total: 2057
reference: 115 / 2057
| Author: | Reinartz, W. Kumar, V. |
| Title: | The mismanagement of customer loyalty |
| Journal: | Harvard Business Review
2002 : JUL, VOL. 80:7, p. 86-94 |
| Index terms: | Corporate strategy Customer relations Loyalty Market research Market segmentation Marketing Strategy Organizational behaviour Profitability Service management |
| Language: | eng |
| Abstract: | Much of the common wisdom about customer retention is bunk. To get strong returns on relationship programs, companies need a clearer understanding of the link btw. loyalty and profits. |
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