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The Mismanagement of customer loyalty
Fichero PDF / PDF file
MAP20071502674
Reinartz, Werner ‌
The Mismanagement of customer loyalty / by Werner Reinartz and V. Kumar
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
En: Harvard business review. - Boston. - July 2002 ; p. 86-94
1. Fidelización de clientes ‌. 2. Satisfacción del cliente ‌. 3. Rentabilidad ‌. 4. Marketing de relaciones ‌. I. Kumar, V ‌. II. Título. III. Título: Harvard business review.