haku: @indexterm MARKET SEGMENTATION / yhteensä: 478
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| Tekijä: | Reinartz, W. Kumar, V. |
| Otsikko: | The mismanagement of customer loyalty |
| Lehti: | Harvard Business Review
2002 : JUL, VOL. 80:7, p. 86-94 |
| Asiasana: | Corporate strategy Customer relations Loyalty Market research Market segmentation Marketing Strategy Organizational behaviour Profitability Service management |
| Kieli: | eng |
| Tiivistelmä: | 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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