The Mismanagement of customer loyalty

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<title>Mismanagement of customer loyalty</title>
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<namePart>Reinartz, Werner</namePart>
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<abstract>The article knows strategies for managing relationships with customer who have different probility and loyalty profiles. Let's beguin, though, by reconsidering the evidence for the link beteween loyalty and profitability</abstract>
<note type="statement of responsibility">by Werner Reinartz and V. Kumar</note>
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<topic>Fidelización de clientes</topic>
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<topic>Satisfacción del cliente</topic>
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<topic>Rentabilidad</topic>
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<topic>Marketing de relaciones</topic>
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<text> July 2002 ; p. 86-94</text>
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